Brand Management

Brand Management

Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in in...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Format: Buch
Sprache:eng
Schlagworte:
Business & management
Business and Management
Customer services
Economics, Finance, Business and Management
Markenführung
Sales and marketing
thema EDItEUR
Online-Zugang:Volltext
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Beschreibung
Zusammenfassung:Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and “living” the brand.
DOI:10.5772/intechopen.96845