Brand management an introduction through storytelling

• Main Author: Mogaji, Emmanuel.
• Format: Electronic
• Language: English
• Published: Cham : Palgrave Macmillan, 2021.
• Subjects: řízení značky; vyprávění; brand management; storytelling; branding (marketing); elektronické knihy; učebnice; electronic books; textbooks
• ISBN: 9783030661199; 9783030661182
• Physical Description: 1 online zdroj

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the r...