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Strategic brand management

Chernev, Alexander, author

Format:

Books

Publication Date

2020

Excerpt:

management as a value-creation process-- Brand as a means of creating market value

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Advertising and integrated brand promotion

O'Guinn, Thomas C.

Table of contents http://catdir.loc.gov/catdir/enhancements/fy1404/2013953892-t.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy1404/2013953892-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy1404/2013953892-d.html

Format:

Books

Publication Date

2015

Excerpt:

, positioning, and the value proposition -- 7. Advertising research -- 8. Planning advertising and integrated

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Advertising and promotions : an integrated brand approach

Semenik, Richard J.

Format:

Books

Publication Date

2012

Excerpt:

brand promotion -- Market segmentation, positioning, and the value proposition -- Research in

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Corporate communications : a 21st century primer

Fernandez, Joseph, 1968-

Table of contents http://catdir.loc.gov/catdir/toc/ecip0422/2004019688.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0657/2004019688-d.html

Format:

Books

Publication Date

2004

Excerpt:

, customer relationship management, consumer marketing and marketing strategy. It will be of equal value to

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Excellence in advertising : the IPA guide to best practice

Butterfield, Leslie, 1952-

Table of contents http://catdir.loc.gov/catdir/toc/els033/99043468.html
Publisher description http://catdir.loc.gov/catdir/description/els033/99043468.html

Format:

Books

Publication Date

1999

Excerpt:

loyalty? / Andrew Crosthwaite -- Advertising and shareholder value / Leslie Butterfield.

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