Positioning the Brand: An Inside-out Approach
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from orga...
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| Format: | Livre |
| Langue: | anglais |
| Publié: |
New York
Routledge An Imprint of Taylor & Francis Group
2019
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| Résumé: | Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has theref. |
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| Description matérielle: | xv, 191 p. |
| ISBN: | 9781138896284 |