Competitive Branding Strategies

Managing Performance in Emerging Markets

AvRajagopal

Häftad, Engelska, 2020

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Beskrivning

Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively.

Produktinformation

Utgivningsdatum:2020-10-08
Mått:148 x 210 x 18 mm
Vikt:411 g
Format:Häftad
Språk:Engelska
Antal sidor:288
Förlag:Springer Nature Switzerland AG
ISBN:9783030249359

Utforska kategorier

Varumärken inom Ekonomi och Ledarskap
Internationell ekonomi inom Ekonomi och Ledarskap
Affärsstrategi inom Ekonomi och Ledarskap

Mer om författaren

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Visiting Professor at Boston University, USA. He has authored 58 books and over 400 research papers. Rajagopal is Editor of several academic journals.

Innehållsförteckning

Part I Understanding Market Competition.- 1. Managing Brands in Competitive Marketplaces.- 2. Branding Decisions.- 3. Brand Positioning and Value Creation.- Part II Managing Brands.- 4. Branding Strategy.- 5. Brand Portfolio Management.- 6. New Trends in Brand Management.- 7. Branding in Emerging Markets.- 8. Brand-Market Risks.- 9. Brand Audit.