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...
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge, Taylor & Francis Group
2020
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| Subjects: | |
| Summary: | "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"-- |
| Item Description: | Literaturverzeichnis: Seite 243-246 |
| Physical Description: | vii, 254 Seiten Illustrationen, Diagramme |
| ISBN: | 9780367250119 9780367250195 |
Staff View
MARC
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| illustrated | Illustrated |
| index_date | 2024-07-03T14:12:51Z |
| indexdate | 2024-07-10T08:49:52Z |
| institution | BVB |
| isbn | 9780367250119 9780367250195 |
| language | English |
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| spelling | Kostelijk, Erik Verfasser (DE-588)1210205645 aut Brand positioning connecting marketing strategy and communications Erik Kostelijk and Karel Jan Alsem London ; New York Routledge, Taylor & Francis Group 2020 vii, 254 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Literaturverzeichnis: Seite 243-246 "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"-- 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 Markenführung / (DE-627)091376270 / (DE-STW)19129-5 Markenimage / (DE-627)091384427 / (DE-STW)12806-3 Konsumentenverhalten / (DE-627)091371848 / (DE-STW)10300-3 (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 b DE-604 Alsem, Karel Jan 1957- Verfasser (DE-588)170845397 aut Erscheint auch als Online-Ausgabe 978-0-429-28582-0 |
| spellingShingle | Kostelijk, Erik Alsem, Karel Jan 1957- Brand positioning connecting marketing strategy and communications 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 and Karel Jan Alsem |
| title_fullStr | Brand positioning connecting marketing strategy and communications Erik Kostelijk and Karel Jan Alsem |
| title_full_unstemmed | Brand positioning connecting marketing strategy and communications Erik Kostelijk and Karel Jan Alsem |
| title_short | Brand positioning |
| title_sort | brand positioning connecting marketing strategy and communications |
| title_sub | connecting marketing strategy and communications |
| topic | Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| topic_facet | Strategisches Management Markenpolitik Markenimage Lehrbuch |
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