Brand Management

Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in in...

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Detalhes bibliográficos
Outros Autores: Pollák, František (Editor), Markovič, Peter (Editor)
Formato: Recurso Electrónico Capítulo de Livro
Idioma:inglês
Publicado em: IntechOpen 2022
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Descrição
Resumo:Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and "living" the brand.
Descrição Física:1 electronic resource (100 p.)
ISBN:intechopen.96845
9781803560007
9781803559995
9781803560014
Acesso:Open Access