Brand management : principles and practices

"Brand management: principles and practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos....

Full description

Saved in:
Bibliographic Details
Main Author: Dutta, Kirti (Author)
Format: Book
Language: English
Published: New Delhi : Oxford University Press, 2012
Edition: 1st pub.
Series: Oxford higher education
Subjects:
řízení značky
obchodní značky
produktový management
brand management
brand name products
product management
učebnice
textbooks
ISBN: 9780198069867 0-19-806986-3
Physical Description: xxiii, 455 s., 16 s. obr. příl. : il. ; 24 cm. + 1 CD-ROM

Cover

Table of contents

LEADER 02555cam a2200433 a 4500
001 71269
003 CZ ZlUTB
005 20240829153118.0
007 ta
008 120821s2012 ii a f f 001 0 eng
020 |a 9780198069867  |q (brož.)  |z 0-19-806986-3 
040 |a DLC  |b cze  |c DLC  |d ZLD002 
072 7 |a 005  |x Management. Řízení  |2 Konspekt  |9 4 
072 7 |a 37.016  |x Učební osnovy. Vyučovací předměty. Učebnice  |2 Konspekt  |9 22 
080 |a 005:658.626  |2 MRF 
080 |a 658.626  |2 MRF 
080 |a 658.6  |2 MRF 
080 |a (075)  |2 MRF 
100 1 |a Dutta, Kirti  |7 utb2014818974  |4 aut 
245 1 0 |a Brand management :  |b principles and practices /  |c Kirti Dutta 
250 |a 1st pub. 
260 |a New Delhi :  |b Oxford University Press,  |c 2012 
300 |a xxiii, 455 s., 16 s. obr. příl. :  |b il. ;  |c 24 cm. +  |e 1 CD-ROM 
490 1 |a Oxford higher education 
504 |a Obsahuje bibliografie a resjtřík 
520 |a "Brand management: principles and practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos. Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less brands. Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners."--Resumé vydavatele 
650 0 7 |a řízení značky  |7 ph205089  |2 czenas 
650 0 7 |a obchodní značky  |7 ph166532  |2 czenas 
650 0 7 |a produktový management  |7 ph803135  |2 czenas 
650 0 9 |a brand management  |2 eczenas 
650 0 9 |a brand name products  |2 eczenas 
650 0 9 |a product management  |2 eczenas 
655 7 |a učebnice  |7 fd133770  |2 czenas 
655 9 |a textbooks  |2 eczenas 
830 0 |a Oxford higher education 
910 |a ZLD002 
992 |a BK  |b SK 
999 |c 71269  |d 71269 
952 |0 0  |1 0  |4 0  |6 005DUTTAK  |7 0  |8 BOOK  |9 127994  |a UTBZL  |b UTBZL  |c 005  |d 2014-05-20  |h + 1 CD-ROM  |o 005/DUTTA,K.  |p 420010153179  |r 2019-08-26  |v 1057.00  |w 2019-08-26  |x N:nákup;  |x 20100531  |y 01 

Similar Items