Managing brands

Part 1 of ebook "The brand strategist’s guide to desire: How to give consumers what they actually want" provides readers with contents including: introduction a guide to desire; Chapter 1 - Community; Chapter 2 - Adventure;...

90p giangmacvien 22-06-2024 2 1   Download

Part 2 of ebook "Tourism in Latin America: Cases of success" provides readers with contents including: Chapter 7 - Protected wild areas and eco-tourism in Costa Rica; Chapter 8 – “Jardines del Rey” - an integrated a sustainable management of a cuban touristic destiny; Chapter 9 - Practices of corporate social responsibility in the hospitality of cancun; Chapter 10 - Endogenous practices aculco agritourism, Mexico, based on the valuation of the cultural patrimony of their plant; Chapter 11 - Building “the way” - creating a successful tourism brand for panama and its consequences;...

116p giangmacvien 22-06-2024 1 1   Download

Part 1 of ebook "Tourism management, marketing, and development (Volume I: The importance of networks and ICTs)" provides readers with contents including: ICT and tourism; tourism branding, identity, reputation co-creation, and word-of-mouth in the age of social media; technological innovation in e-tourism; open data challenges and opportunities for the tourism industry; the role of ICT within tourism development processes in post industrial sites; e-reputation management and strategic business development using web 2.0 tools;...

137p giangmacvien 22-06-2024 4 1   Download

Part 2 of ebook "Tourism management, marketing, and development (Volume I: The importance of networks and ICTs)" provides readers with contents including: tourism systems and networks; network structure and performance in the tourism industry; cooperative and competitive practices; public and private sector specificity as a determinant of cooperation in a tourist region; accessibility of cities and regions in supranational branding; success factors for collaborative destination marketing; experiential marketing and destination management;...

129p giangmacvien 22-06-2024 2 1   Download

Part 1 of ebook "Vertical brand portfolio management: Strategies for integrated brand management between manufacturers and retailers" provides readers with contents including: Part A - Introductory chapter, vertical brand portfolio management, research philosophy and theoretical background; Part B - Central themes and theoretical foundations, vertical brand portfolio management, definition and manifestations of private labels;...

95p giangmacvien 22-06-2024 2 1   Download

Part 2 of ebook "Vertical brand portfolio management: Strategies for integrated brand management between manufacturers and retailers" provides readers with contents including: Part C - Planning for vertical brand portfolio management, setting goals for vertical brand portfolio management, four-step planning process for vertical brand portfolio management; Part D - Summary and conclusion;...

190p giangmacvien 22-06-2024 1 1   Download

Part 2 of ebook "Standing room only: Marketing insights for engaging performing arts audiences" provides readers with contents including: managing location, capacity, and ticketing systems; focusing on value and optimizing revenue through pricing strategies; identifying and capitalizing on brand identity; formulating communications strategies; delivering the message advertising, personal selling, sales promotion, public relations, and crisis management;...

216p giangmacvien 22-06-2024 2 1   Download

Ebook "Advances in national brand and private label marketing (Second international conference, 2015)" presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels.

208p giangmacvien 22-06-2024 2 1   Download

Part 1 of ebook "Consumer brand relationships: Meaning, measuring, managing" provides readers with contents including: love and brand relationships; role of brand love in consumer brand relationships; personality and social groups, and brand relationships; product type and personality in brand relationships;...

184p giangmacvien 22-06-2024 2 1   Download

Part 2 of ebook "Consumer brand relationships: Meaning, measuring, managing" provides readers with contents including: measuring and managing brand relationships; a new consumer brand relationships framework; brand relationships in the commodity market; discovering and sustaining the brand bond; measuring and managing brand love;...

110p giangmacvien 22-06-2024 1 1   Download

Part 1 of ebook "Digital Darwinism: Branding and business models in Jeopardy" provides readers with contents including: why the digital revolution is challenging you and why you have to act now; digital darwinism and the social revolution; big data and technology; how the social revolution is to be managed;...

140p giangmacvien 22-06-2024 1 1   Download

Part 2 of ebook "Digital Darwinism: Branding and business models in Jeopardy" provides readers with contents including: how marketing becomes the ROI driver within the company; confidence the latest currency in marketing and management; social CRM the new rules of the game in leading customers; why marketing is becoming a service; the necessity of change management;...

126p giangmacvien 22-06-2024 3 1   Download

Part 2 of ebook "Entrepreneurial marketing for SMEs" provides readers with contents including: Chapter 7 - Internationalisation strategies; Chapter 8 - Value propositions, how to build SMEs’ offering; Chapter 9 - Pricing and distribution decisions in a context of low distribution capacity; Chapter 10 - Building brands in SMEs; Chapter 11 - Supply chain relationships management, SMEs’ partners;...

111p giangmacvien 22-06-2024 1 1   Download

Part 2 of ebook "Market entry in China: Case studies on strategy, marketing, and branding" provides readers with contents including: fashion, luxury, and play; take the opportunity to pilfer a goat; HTH’S exploration in China; master international franchising in China; beverages and food; preparing business activities in China;...

117p giangmacvien 22-06-2024 2 1   Download

Part 1 of ebook "Multisensory impact of sport events: A comparative effect analysis based on soccer games" provides readers with contents including: holistic multisensory approach as an opportunity for brand management in soccer; theoretical foundations and development of integrated reference framework;...

135p giangmacvien 22-06-2024 1 1   Download

Part 2 of ebook "Public relations in China: Building and defending your brand in the PRC" provides readers with contents including: Chapter 4 - Public relations and corporate change in China; Chapter 5 - Crisis management in China; Chapter 6 - Social media and public relations in China; Chapter 7 - Conducting effective PR in China; Chapter 8 - 360-degree PR in China; Chapter 9 - Public relations agencies in China

101p giangmacvien 22-06-2024 3 1   Download

Ebook "Retail brand equity and loyalty: Analysis in the context of sector-specific antecedents, perceived value, and multichannel retailing" provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structures.

215p giangmacvien 22-06-2024 2 1   Download

The research "Research on factors influencing brand equity value of universities in Ho Chi Minh city" aims to identify the factors that influence brand equity value of universities in Ho Chi Minh City by applying Aaker's (1991, 1996) brand equity model. The research data was collected from 850 students in Ho Chi Minh City. The research utilizes the Cronbach's Alpha test, exploratory factor analysis (EFA), and regression analysis.

8p tonhiemm 07-06-2024 2 1   Download

Ebook "Online brand communities: Using the social web for branding and marketing" presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.

256p giangdongdinh 30-05-2024 4 2   Download

Ebook "Contemporary wine marketing and supply chain management: A global perspective" intricately weaves academic knowledge, practical insights, and firsthand wisdom from wine executives around the world. Drawing on over 200 interviews and visits with winery owners, executives and managers in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors, and retailers.

258p giangdongdinh 30-05-2024 2 2   Download