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Brand Positioning: Connecting Marketing Strategy and Communications

Kostelijk, Erik Alsem, Karel Jan

9780367250119 - Brand Positioning: Connecting Marketing Strategy and Communications

Artikelomschrijving

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 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 and 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.

Specificaties

Auteur Kostelijk, Erik Alsem, Karel Jan
ISBN/EAN 9780367250119
Druk 1
€ 137,07 € 152,30
Op voorraad. Verwachte bezorgdatum: 25-09

Artikelomschrijving

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 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 and 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.

Specificaties

Auteur Kostelijk, Erik Alsem, Karel Jan
ISBN/EAN 9780367250119
Druk 1