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(Ebook) Identity-Based Brand Management: Fundamentals - Strategy - Implementation - Controlling by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler ISBN 9783658401887, 3658401885

  • SKU: EBN-49428460
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4.6

30 reviews
Instant download (eBook) Identity-Based Brand Management: Fundamentals - Strategy - Implementation - Controlling after payment.
Authors:Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler
Pages:322 pages.
Year:2023
Editon:2
Publisher:Springer Gabler
Language:english
File Size:14.74 MB
Format:pdf
ISBNS:9783658401887, 3658401885
Categories: Ebooks

Product desciption

(Ebook) Identity-Based Brand Management: Fundamentals - Strategy - Implementation - Controlling by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler ISBN 9783658401887, 3658401885

This textbook provides students and practitioners with an up-to-date, theoretically sound and easily understandable overview of the concept of identity-based brand management. In this second edition, we have revised the management process of identity-based brand management (i.e., brand positioning, internal brand management, selection of brand elements, brand control). Moreover, we have added a new chapter on identity-based brand management in specific contexts, such as the international context, the retail sector, social media and online brand platforms (electronic marketplaces). All chapters have been updated with new content, including the latest research findings and practical examples.
*Free conversion of into popular formats such as PDF, DOCX, DOC, AZW, EPUB, and MOBI after payment.

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