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Identitybased Brand Management Fundamentals Strategy Implementation Controlling 2nd Edition Christoph Burmann

SKU: BELL-49428460

$ 31.00 ~~$ 45.00~~ (-31%)

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Identitybased Brand Management Fundamentals Strategy Implementation Controlling 2nd Edition Christoph Burmann instant download after payment.

Publisher: Springer Gabler

File Extension: PDF

File size: 14.74 MB

Pages: 322

Author: Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

ISBN: 9783658401887, 3658401885

Language: English

Year: 2023

Edition: 2

Product desciption

Identitybased Brand Management Fundamentals Strategy Implementation Controlling 2nd Edition Christoph Burmann by Christoph Burmann, Nicola-maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler 9783658401887, 3658401885 instant download after payment.

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.