Author: Jacek Pogorzelski Publisher: Emerald Group Publishing ISBN: 178756102X Category : Business & Economics Languages : en Pages : 242
Book Description
The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Author: Jacek Pogorzelski Publisher: Emerald Group Publishing ISBN: 1787561038 Category : Business & Economics Languages : en Pages : 242
Book Description
The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Author: Thomas Gad Publisher: Pearson Education ISBN: 9780273653684 Category : Business & Economics Languages : en Pages : 206
Book Description
This work offers a universal model (4-D branding) which can be used to create new brands or revitalise existing ones. It identifies four brand characteristics - functional, social, mental and spiritual.
Author: María Jesús Yagüe Guillén Publisher: MDPI ISBN: 3039213350 Category : Business & Economics Languages : en Pages : 122
Book Description
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Author: Jacek Pogorzelski
Author: Jacek Pogorzelski
Author: Thomas Gad
Author: 布卢姆斯伯里出版公司
Author: María Jesús Yagüe Guillén
Author: Mrs. Beeton (Isabella Mary)
Author: Mrs. Beeton (Isabella Mary)
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