John M. Murphy
Branding
A Key Marketing Tool
Gebonden Engels 1991 9780333560761Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
Brands are among the most valuable assets of most of today's corporations. Brand names are the lingua franca of commerce. Branding is all about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. It combines the practical experience of marketing executives, trade mark lawyers, designers, advertising agents and others. It provides an international perspective on branding and is the first, authoritative book written on this increasingly important subject.
Specificaties
ISBN13:9780333560761
Taal:Engels
Bindwijze:gebonden
Uitgever:Palgrave Macmillan UK
Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
List of Plates Notes on the Contributors Preface What is Branding?; J.M.Murphy History of Branding; A.Room The Psychology of Names; L.Collins The Legal Side of Branding; C.Graham & M.Peroff Making Your Brands Work Harder; L.Hefter Commercial Counterfeiting; V.Carratu Developing New Brands; T.Blackett & G.Denton Developing New Brand Names; J.M.Murphy Creative Execution; M.Kurlansky The Opportunity for World Brands; S.Winram Branding: the Retailer's Viewpoint; T.Leahy The Branding of Services; R.Taylor Branding in the Pharmaceutical Industry; B.Sudovar Branding at Austin Rover; T.Nolan The Wide World of Branding; T.Oliver The Corporate Identity as the Brand; J.Diefenbach Organising for New Product Development; R.Grayson The Future of Branding; K.Morwind Assessing the Value of Brands; J.Murphy Index
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan
