Brand Management: An Introduction through Storytelling
Autor Emmanuel Mogajien Limba Engleză Paperback – 3 apr 2021
Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options.
With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
Preț: 467.63 lei
Preț vechi: 550.15 lei
-15% Nou
Puncte Express: 701
Preț estimativ în valută:
89.49€ • 93.23$ • 74.41£
89.49€ • 93.23$ • 74.41£
Carte tipărită la comandă
Livrare economică 08-22 februarie 25
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9783030661182
ISBN-10: 3030661180
Pagini: 266
Ilustrații: XV, 266 p. 89 illus., 76 illus. in color.
Dimensiuni: 178 x 254 mm
Greutate: 0.54 kg
Ediția:1st ed. 2021
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Locul publicării:Cham, Switzerland
ISBN-10: 3030661180
Pagini: 266
Ilustrații: XV, 266 p. 89 illus., 76 illus. in color.
Dimensiuni: 178 x 254 mm
Greutate: 0.54 kg
Ediția:1st ed. 2021
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Locul publicării:Cham, Switzerland
Cuprins
Chapter 1: Introduction to Brand Management.- Chapter 2: Ethical Branding.- Chapter 3: Brand Philosophy.- Chapter 4: Brand Positioning.- Chapter 5: Brand Identity.- Chapter 6: Brand Integration.- Chapter 7: Brand in the Digital Era.- Chapter 8: Brand Equity.- Chapter 9: Brand Extension.- Chapter 10: Brand Mergers and Acquisition.- Chapter 11: Brand Architecture.- Chapter 12: Contemporary Issues in Brand Management.
Notă biografică
Dr Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. Emmanuel's primary areas of interest are ABCDE of Marketing Communications – Advertising, Branding, Communications, Digital and Ethics. He has studied attitude towards brands and advertisement through various media such as print and social. He has published peer-reviewed journal articles and book chapters and presented his works in a large number of national and international conferences.
He is a Fellow of the Higher Education Academy (HEA), which demonstrates his teaching philosophy and commitment to encouraging experiential learning. He believes in giving students the opportunity to learn by doing, to think outside the box and to challenge norms. This process critically engages students in real-life applications of what they have learnt.
Emmanuel has previously worked as a marketing communication executive, responsible for creative designs and managing marketing campaigns, liaising and building relationships with a range of stakeholders.
He is a Fellow of the Higher Education Academy (HEA), which demonstrates his teaching philosophy and commitment to encouraging experiential learning. He believes in giving students the opportunity to learn by doing, to think outside the box and to challenge norms. This process critically engages students in real-life applications of what they have learnt.
Emmanuel has previously worked as a marketing communication executive, responsible for creative designs and managing marketing campaigns, liaising and building relationships with a range of stakeholders.
Textul de pe ultima copertă
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management.
Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options.
With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
Caracteristici
An accessible text for branding beginners that avoids technical jargon Includes coverage of cutting edge issues and hot topics such as brand ethics, social media, brand love and brand hate Equips students with the main concepts and theories to advance their studies further Takes a unique story telling approach to guide student through the basic principles, practices and theories