| 000 | 02456cam a22003258i 4500 | ||
|---|---|---|---|
| 008 | 191021s2020 nyua ob 001 0 eng | ||
| 020 |
_a9780367250119 _q(hardback) _cRM674.40.00 (PTSL) |
||
| 040 |
_aDLC _beng _cDLC _erda _dUKM _erda |
||
| 090 |
_aHF5415.1255 _b.K648 |
||
| 100 | 1 |
_aKostelijk, Erik, _eauthor. |
|
| 245 | 1 | 0 |
_aBrand positioning : _bconnecting marketing strategy and communications / _cErik Kostelijk, Karel Jan Alsem. |
| 264 | 1 |
_aNew York : _bRoutledge, _c2020. |
|
| 264 | 4 | _c©2020. | |
| 300 |
_avii, 254 pages : _billustrations ; _c25 cm. |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 |
_a'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'-- _cProvided by publisher. |
||
| 650 | 0 | _aBranding (Marketing). | |
| 650 | 0 | _aStrategic planning. | |
| 700 | 1 |
_aAlsem, K. J., _eauthor. |
|
| 907 |
_a.b16828720 _b2021-12-11 _c2020-09-04 |
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| 942 |
_c01 _n0 _kHF5415.1255 .K648 |
||
| 949 | _o101013186 | ||
| 990 | _aros | ||
| 991 | _aFakulti Ekonomi dan Pengurusan | ||
| 998 |
_at _b2020-09-04 _cm _da _feng _gnyu _y0 _z.b16828720 |
||
| 999 |
_c650247 _d650247 |
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