Brand positioning: connecting marketing strategy and communications
"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...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2020
|
| Schlagworte: | |
| Online-Zugang: | UEI03 Volltext |
| Zusammenfassung: | "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"-- |
| Beschreibung: | Description based on online resource; title from digital title page (viewed on April 27, 2020) |
| Beschreibung: | 1 online resource (vii, 254 pages) |
| ISBN: | 9780429285820 0429285825 9781000025064 1000025063 9781000024944 1000024946 9781000025002 1000025004 9780367250119 036725011X 9780367250195 0367250195 |
| DOI: | 10.4324/9780429285820 |
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| author | Kostelijk, Erik Alsem, K. J. |
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| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| doi_str_mv | 10.4324/9780429285820 |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:03Z |
| indexdate | 2024-07-10T08:59:56Z |
| institution | BVB |
| isbn | 9780429285820 0429285825 9781000025064 1000025063 9781000024944 1000024946 9781000025002 1000025004 9780367250119 036725011X 9780367250195 0367250195 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032414298 |
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| physical | 1 online resource (vii, 254 pages) |
| psigel | ZDB-7-TFC ZDB-7-TFC UEI_PDA_TFC_Kauf |
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| spelling | Kostelijk, Erik Verfasser aut Brand positioning connecting marketing strategy and communications Erik Kostelijk, Karel Jan Alsem Abingdon, Oxon Routledge 2020 © 2020 1 online resource (vii, 254 pages) txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from digital title page (viewed on April 27, 2020) "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"-- Branding (Marketing) Strategic planning Strategisches Management (DE-588)4124261-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenimage (DE-588)4136439-9 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Markenpolitik (DE-588)4144679-3 s Markenimage (DE-588)4136439-9 s Strategisches Management (DE-588)4124261-0 s DE-604 Alsem, K. J. aut https://doi.org/10.4324/9780429285820 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Kostelijk, Erik Alsem, K. J. Brand positioning connecting marketing strategy and communications Branding (Marketing) Strategic planning Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4144679-3 (DE-588)4136439-9 (DE-588)4123623-3 |
| title | Brand positioning connecting marketing strategy and communications |
| title_auth | Brand positioning connecting marketing strategy and communications |
| title_exact_search | Brand positioning connecting marketing strategy and communications |
| title_exact_search_txtP | Brand positioning connecting marketing strategy and communications |
| title_full | Brand positioning connecting marketing strategy and communications Erik Kostelijk, Karel Jan Alsem |
| title_fullStr | Brand positioning connecting marketing strategy and communications Erik Kostelijk, Karel Jan Alsem |
| title_full_unstemmed | Brand positioning connecting marketing strategy and communications Erik Kostelijk, Karel Jan Alsem |
| title_short | Brand positioning |
| title_sort | brand positioning connecting marketing strategy and communications |
| title_sub | connecting marketing strategy and communications |
| topic | Branding (Marketing) Strategic planning Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| topic_facet | Branding (Marketing) Strategic planning Strategisches Management Markenpolitik Markenimage Lehrbuch |
| url | https://doi.org/10.4324/9780429285820 |
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