Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. This text shows how brands transform both the organizations that develop them and the lifestyles of the in…
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspe…
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspe…
EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded. The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new inte…
The second edition, now revised and updated for 2009, just in time for the business challenges ahead, contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the mai…
"World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. Brand Breakout outlines eight strategies - including the Asian tortoise route, from B2B to B2C, brand acq…
Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for fir…
"Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only establish…
