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020 | _a9780415747905 | ||
040 | _aMAIN | ||
082 |
_a658.827 _bDAL-16 |
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245 | _aThe Routledge companion to contemporary brand management / edited by Francesca Dall'Olmo Riley, Jaywant Singh and Charles Blankson. | ||
250 | _a1st ed. | ||
260 |
_aNew York: _bRoutledge, an imprint of the Taylor & Francis Group, _c2016. |
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300 | _axxxii, 583p. : illustrations | ||
440 | _aRoutledge companions to business, management and accounting | ||
500 | _aContents: pt. I. What is a brand and how do we measure its market performance? pt. II. Strategic brand management pt. III. Managing brand communication pt. IV. Branding to different audiences pt. V. Branding different entities/products. What is a brand and how do we measure its market performance? Brand definitions and conceptualizations : the debate / Francesca Dall'Olmo Riley Measuring the market performance of brands : applications in brand management / Jaywant Singh and Mark Uncles Consumer-based brand equity / Sally Baalbaki and Francisco Guzmán Brand valuation : principles, applications and latest developments / Gabriela Salinas Brands and the self / Russell Belk Brands and the society / Paurav Shukla ; Dead brand walking : on the paradoxes and perversities of branding / Stephen Brown Strategic brand management. Brand architecture design and brand naming decisions / C. Whan Park, Deborah J. MacInnis and Andreas B. Eisingerich Strategic brand alliances : research advances and practical applications / Jaywant Singh, La Toya Quamina and Stavros P. Kalafatis ; Brand extensions / Ceren Hayran and Zeynep Gürhan-Canli A brand culture perspective on global brands / Jonathan Schroeder, Janet Borgerson and Zhiyan Wu ; Positioning a brand / Charles Blankson New brands : performance and measurement / Jaywant Singh and Malcolm Wright Managing brand communication. Brand building via integrated marketing communications / William K. Darley Sensory aspects of branding / Dipayan Biswas ; Building brands via corporate social responsibility / Adam Lindgreen, Franç̜ois Maon and Christine Vallaster ; Branding and digital analytics / Laurence-Helene Borel and George Christodoulides Branding to different audiences. Looking at the future of B2B branding / Johnny L. Graham and Susan M. Mudambi Towards a better understanding of the ethical brand and its management / Katja H. Brunk Not-for-profit branding / Helen Stride Strategic employer branding : current domain, future directions / Lara Moroko and Mark Uncles Internal branding : dissecting, re-analysing and re-directing the literature / Bill Merrilees Brand culture, halal and the critical Islamic imperative / Jonathan A.J. Wilson Branding the entire entity : corporate branding / Stuart Roper Branding in emerging markets / Suraksha Gupta, Shivani Garg and Kavita Sharma ; Branding in the base of the pyramid : bases for country and organizations in Ghana / Stanley Coffie and Joseph Darmoe Guinness in Africa : contemporary branding at the base of the pyramid / Samuel K. Bonsu and Delphine Godefroit-Winkel Branding different entities/products. Branding higher education / Bang Nguyen, Jane Hemsley-Brown and T.C. Melewar Political branding : the case of the Scottish referendum 2014 / Camille Lannoy, Paul Baines and Roger Mortimore Arts branding / Daragh O'Reilly and Finola Kerrigan From nation to neighbourhood : branding and marketing places / Nicolas Papadopoulos, Leila Hamzaoui-Essoussi and José I. Rojas-Méndez The challenges of luxury branding / Jean-Noë̈l Kapferer Retail branding / Steve Burt and Leigh Sparks Service branding : enabling, making and delivering promises / Roderick J. Brodie Branding financial services / James Devlin Branding in sports / Gerd Nufer, André Bühler and Simon Chadwick Franchise brand management from a knowledge perspective / Audhesh K. Paswan, Sua Jeon, Pramod Iyer and Retno Tanding Suryandari | ||
500 | _aIncludes bibliographical references and index. | ||
650 | _a Branding (Marketing)--Management. | ||
650 | _aInternet marketing. | ||
650 | _aCommunication in marketing. | ||
650 | _aSocial responsibility of business. | ||
700 |
_4editor. _aDall'Olmo Riley, Francesca, |
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700 |
_4editor. _aSingh, Jaywant, |
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700 |
_4editor. _aBlankson, Charles, |
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942 | _cBK | ||
999 |
_c22461 _d22461 |