Brand management strategies : luxury and mass markets

" Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the evolution of branding...

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Bibliographic Details
Main Author: D'Arienzo, William (Author)
Format: Book
Language: English
Published: New York ; London ; Oxford ; New Delhi ; Sydney : Fairchild Books, An imprint of Bloomsbury Publishing Inc : Bloomsbury, 2016
Subjects:
obchodní značky
řízení značky
řízení vztahů se zákazníky
marketing
brand name products
brand management
customer relationship management
příručky
handbooks and manuals
ISBN: 9781501306679
978-1-5013-1841-2
978-1-5013-0668-6
Physical Description: xv, 368 stran : ilustrace ; 24 cm + 1 příloha (online access code)

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Table of contents

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020 |z 978-1-5013-0668-6  |q (ePDF) 
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072 7 |a 005  |x Management. Řízení  |2 Konspekt  |9 4 
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100 1 |a D'Arienzo, William  |4 aut 
245 1 0 |a Brand management strategies :  |b luxury and mass markets /  |c William D'Arienzo 
264 1 |a New York ;  |a London ;  |a Oxford ;  |a New Delhi ;  |a Sydney :  |b Fairchild Books, An imprint of Bloomsbury Publishing Inc :  |b Bloomsbury,  |c 2016 
300 |a xv, 368 stran :  |b ilustrace ;  |c 24 cm +  |e 1 příloha (online access code) 
336 |a text  |b txt  |2 rdacontent 
337 |a bez média  |b n  |2 rdamedia 
338 |a svazek  |b nc  |2 rdacarrier 
500 |a Terminologický slovník 
504 |a Obsahuje bibliografické odkazy a rejstřík 
520 |a " Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the evolution of branding, next discusses the consumer and business perspectives of branding, and how to create and maintain successful brands. D'Arienzo's approach rests on these three main pillars of branding: We are all in the Consumer Packaged Goods business. We are all in the business of solving problems for consumers rather than selling to them. We are all in a consumer-centric global culture and brands are its universal language. Building from this strategic framework, a unique theme throughout this book is the analyses of luxury brand strategies and how they differ from their mainstream mass market brand counterparts. Matrices and tools in the book have been developed and tested in both the classroom and boardroom. Brand Management Strategies provides students with the tools, techniques, and strategies needed to learn how to effectively establish a brand and build a sustainable business. "--Resumé vydavatele 
650 0 7 |a obchodní značky  |7 ph166532  |2 czenas 
650 0 7 |a řízení značky  |7 ph205089  |2 czenas 
650 0 7 |a řízení vztahů se zákazníky  |7 ph118187  |2 czenas 
650 0 7 |a marketing  |7 ph115227  |2 czenas 
650 0 9 |a brand name products  |2 eczenas 
650 0 9 |a brand management  |2 eczenas 
650 0 9 |a customer relationship management  |2 eczenas 
650 0 9 |a marketing  |2 eczenas 
655 7 |a příručky  |7 fd133209  |2 czenas 
655 9 |a handbooks and manuals  |2 eczenas 
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992 |a BK  |b SK  |d 1 
999 |c 90631  |d 90631 
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