Brand Management
This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenge...
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| Formato: | Online |
|---|---|
| Idioma: | inglês |
| Publicado em: |
IntechOpen
2023
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| Assuntos: | |
| Acesso em linha: | ONIX_20231201_9789535135982_675 |
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| _version_ | 1869518692664999936 |
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| collection | Directory of Open Access Books |
| description | This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives. |
| format | Online |
| id | doab-20.500.12854ir-129566 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | IntechOpen |
| publisherStr | IntechOpen |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1295662024-03-30T12:53:23Z Brand Management Popoli, Paolo consumer, critical success factors, marketing communication, stakeholder theory, entrepreneurs thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives. 2023-12-01T15:39:42Z 2023-12-01T15:39:42Z 2017 book ONIX_20231201_9789535135982_675 9789535135982 9789535135975 9789535146131 https://directory.doabooks.org/handle/20.500.12854/129566 eng image/jpeg n/a https://www.intechopen.com/books/5990 https://mts.intechopen.com/storage/books/5990/authors_book/authors_book.pdf IntechOpen IntechOpen 10.5772/66566 10.5772/66566 78a36484-2c0c-47cb-ad67-2b9f5cd4a8f6 9789535135982 9789535135975 9789535146131 IntechOpen 210 open access |
| spellingShingle | consumer, critical success factors, marketing communication, stakeholder theory, entrepreneurs thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing Brand Management |
| title | Brand Management |
| title_full | Brand Management |
| title_fullStr | Brand Management |
| title_full_unstemmed | Brand Management |
| title_short | Brand Management |
| title_sort | brand management |
| topic | consumer, critical success factors, marketing communication, stakeholder theory, entrepreneurs thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing |
| topic_facet | consumer, critical success factors, marketing communication, stakeholder theory, entrepreneurs thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing |
| url | ONIX_20231201_9789535135982_675 |