机读格式显示(MARC)
- 000 02245cam a2200325 i 4500
- 008 191021s2020 nyua b 001 0 eng
- 020 __ |a 9780367250195 |c CNY319.81
- 040 __ |a DLC |b eng |c DLC |e rda |d CTI
- 050 _4 |a HF5415.1255 |b .K67 2020
- 100 1_ |a Kostelijk, Erik, |e author.
- 245 10 |a Brand positioning : |b connecting marketing strategy and communications / |c Erik Kostelijk, Karel Jan Alsem.
- 260 __ |a New York : |b Routledge, |c 2020.
- 300 __ |a vii, 254 pages : |b illustrations ; |c 24 cm
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 504 __ |a Includes bibliographical references and index.
- 520 __ |a "Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning and strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity, brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company's brand. Online resources to aid leaning include an instructor's manual, test bank with case material and multiple-choice questions, and PowerPoint slides"-- |c Provided by publisher.
- 650 _0 |a Branding (Marketing)
- 650 _0 |a Strategic planning.
- 700 1_ |a Alsem, K. J., |e author.