The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.
The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.
Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath. Larry Percy is an International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School. Simon Pervan is Associate Professor in Marketing at Swinburne University of Technology.
Inhaltsangabe
Part 1: The Sociocultural Meaning of Bands 1 Understanding the social psychology of brands 2 Emotion and brands 3 The symbolic meaning of brands 4 Cultural meaning systems and brands Part 2: Brand Equity and Brand Building 5 Brand equity 6 Brand communication 7 Measuring brand performance and equity Part 3: Managing Brands 8 Brand strategies 1 - symbolic brands 9 Brand strategies 2 - low-involvement brands 10 Brand Innovation and Digital Media 11 Brand portfolio management 12 People as brand touchpoints
Part 1: The Sociocultural Meaning of Bands 1 Understanding the social psychology of brands 2 Emotion and brands 3 The symbolic meaning of brands 4 Cultural meaning systems and brands Part 2: Brand Equity and Brand Building 5 Brand equity 6 Brand communication 7 Measuring brand performance and equity Part 3: Managing Brands 8 Brand strategies 1 - symbolic brands 9 Brand strategies 2 - low-involvement brands 10 Brand Innovation and Digital Media 11 Brand portfolio management 12 People as brand touchpoints
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