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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| Other Authors: | , |
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| Format: | Electronic Book Chapter |
| Language: | English |
| Published: |
IntechOpen
2022
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| Subjects: | |
| Online Access: | DOAB: download the publication DOAB: description of the publication |
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| 020 | |a intechopen.96845 | ||
| 020 | |a 9781803560007 | ||
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| 042 | |a dc | ||
| 072 | 7 | |a KJSU |2 bicssc | |
| 100 | 1 | |a Pollák, František |4 edt | |
| 700 | 1 | |a Markovič, Peter |4 edt | |
| 700 | 1 | |a Pollák, František |4 oth | |
| 700 | 1 | |a Markovič, Peter |4 oth | |
| 245 | 1 | 0 | |a Brand Management |
| 260 | |b IntechOpen |c 2022 | ||
| 300 | |a 1 electronic resource (100 p.) | ||
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| 337 | |a computer |b c |2 rdamedia | ||
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| 506 | 0 | |a Open Access |2 star |f Unrestricted online access | |
| 520 | |a 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. | ||
| 540 | |a Creative Commons |f https://creativecommons.org/licenses/by/3.0/ |2 cc |4 https://creativecommons.org/licenses/by/3.0/ | ||
| 546 | |a English | ||
| 650 | 7 | |a Customer services |2 bicssc | |
| 653 | |a Business & management | ||
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| 856 | 4 | 0 | |a www.oapen.org |u https://directory.doabooks.org/handle/20.500.12854/97208 |7 0 |z DOAB: description of the publication |