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Brand Management Strategies e-bog
692,63 DKK
(inkl. moms 865,79 DKK)
As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinn...
E-bog
692,63 DKK
Forlag
Fairchild Books
Udgivet
8 september 2016
Længde
384 sider
Genrer
Business strategy
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9781501306686
As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business.Features - Filled with current examples from fashion brands such as Burberry, Coach, and Target and non-fashion brands including Apple, Hyundai, Porsche, Ritz Carlton Hotels, and more- Brandstorming: Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activitiesSTUDIO Resources- Study smarter with self-quizzes featuring scored results and personalized study tips- Review concepts with flashcards of terms and definitionsTeaching Resources- Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and Test Bank with sample test questions for each chapter- PowerPoint(R) presentations include full color images from the book and provide a framework for lecture and discussion