Контакт
Как се пазарува?
Доставка
Наръчник за пазаруване
Building Strong Brands
Английски език
27 b
До 30 дни за връщане на стоки
Клиентите са закупили също
/
С меки корици
103.74
€
202.91 лв
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Информация за книгата
Английски език
Подарете тази книга днес
Лесно е
1 Добавете книгата в количката си и изберете Доставка като подарък 2 В замяна ще ви изпратим ваучер 3 Книгата ще пристигне на адреса на получателяМоже би ще Ви заинтересува
/
С твърди корици
26.81
€
52.44 лв
/
С меки корици
15.75
€
30.81 лв
/
С твърди корици
40.71
€
79.62 лв
/
С меки корици
43.03
€
84.17 лв
/
С твърди корици
23.40
€
45.77 лв
