Competitive Branding Strategies Managing Performance in Emerging Markets /

• Κύριος συγγραφέας: Rajagopal (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Έκδοση: 1st ed. 2019.
• Θέματα: Branding (Marketing).; Globalization.; Markets.; Leadership.; Branding.; Emerging Markets/Globalization.; Business Strategy/Leadership.

Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necess...

Πίνακας περιεχομένων:

• 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.