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Ilan Geva Laurence Minsky Global Brand Management (Paperback)
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Specificaties
- Objectstaat
- Book Title
- Global Brand Management
- Publication Name
- Global Brand Management : a Guide to Developing, Building and Managing an International Brand
- Title
- Global Brand Management
- EAN
- 9780749483609
- ISBN
- 9780749483609
- Publisher
- Kogan Page, The Limited
- Format
- Trade Paperback
- Release Year
- 2019
- Release Date
- 03/11/2019
- Item Height
- 0.7in
- Item Length
- 9.4in
- Item Width
- 6.6in
- Item Weight
- 19.4 Oz
- Language
- English
- Subtitle
- A Guide to Developing, Building & Managing an International Brand
- ISBN-10
- 0749483601
- Country/Region of Manufacture
- GB
- Genre
- Business & Finance
- Publication Year
- 2019
- Type
- Textbook
- Number of Pages
- 328 Pages
Over dit product
Product Information
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Product Identifiers
Publisher
Kogan Page, The Limited
ISBN-10
0749483601
ISBN-13
9780749483609
eBay Product ID (ePID)
7038432894
Product Key Features
Publication Name
Global Brand Management : a Guide to Developing, Building and Managing an International Brand
Format
Trade Paperback
Language
English
Publication Year
2019
Type
Textbook
Number of Pages
328 Pages
Dimensions
Item Length
9.4in
Item Height
0.7in
Item Width
6.6in
Item Weight
19.4 Oz
Additional Product Features
Lc Classification Number
Hd62.4
Reviews
Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution., Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'., This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding., Offers just the kind of comprehensive, yet heartfelt and personal, approach to brand management that today's business students need to truly understand this concept., A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader., Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home., This game-changing book clearly explains why new brand management approaches are needed, and convincingly shows how and why these approaches work. Extremely useful and insightful., This book covers a vast range of topics, from basic theoretical concepts of brand strategy and planning to the practicalities of brand management. Most importantly, though, it challenges the reader to think about brands from many angles and encourages a deeper curiosity about their psychological and sociological underpinnings., Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand., A really good and comprehensive read about all aspects of this gift that culture has given to commerce. A good balance of theory and real-life examples that will interest every reader., If you are in need of a one-stop-shop of all concurrent brand management issues in a digital and fast changing world, don't look further., Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject., Detailed case studies, practical tools and tips, clear and direct writing without the industry speak, original and insightful essays by world-class branding experts combine to make this the most authoritative book on global brand management ever written., An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement.
Table of Content
* Section - ONE: Theoretical and strategic foundations; ** Chapter - 01: A definition of brands and branding; ** Chapter - 02: The strategic role branding plays; ** Chapter - 03: Internal branding vs. external branding; ** Chapter - 04: MarTech, Programmatic, and more technological innovations; * Section - TWO: Practical and tactical applications; ** Chapter - 05: Brand foundational development; ** Chapter - 06: Brand actualization; ** Chapter - 07: Branding and the marketing communication ecosystem; ** Chapter - 08: Brand management; * Section - THREE: Branding issues and opportunities; ** Chapter - 09: Branding in a global economy; ** Chapter - 10: Brand architecture; ** Chapter - 11: Speciality application areas; ** Chapter - 12: Digital asset management (of branding elements)
Copyright Date
2020
Topic
Marketing / General, Consumer Guides, E-Commerce / Internet Marketing, International / General, Sales & Selling / General
Lccn
2020-288056
Dewey Decimal
658.049
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics, Référence
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eBay-objectnummer:235212472531
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Item as described new,arrived a few days after expected arrival date and Asendia e-paq standard does not get tracked in Canada by Canada post,leaving you wondering why your item is spending 12 days in Chicago when it is actually moving. Overall fine transaction just allow an extra week beyond expected arrival for your item to be delivered in Canada.
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Great item and delivery soon.
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I got it thanks and I love it thanks