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Record Nr. |
UNINA9910784914603321 |
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Titolo |
Encyclopaedia of brand equity management . Vol. III [[electronic resource] /] / edited by Muhammad Mohsin |
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Pubbl/distr/stampa |
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Mumbai, : Himalaya Pub. House, 2009 |
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ISBN |
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1-282-84880-1 |
9786612848803 |
1-4416-6210-3 |
93-5043-929-8 |
600-00-2831-8 |
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Descrizione fisica |
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1 online resource (921 p.) |
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Collana |
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Encyclopaedia of brand equity management |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Branding (Marketing) |
Brand name products - Management |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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Vol 1 COVER; CONTENTS; INTRODUCTION; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY; Vol 2 COVER; CONTENTS; CONCEPT OF BRAND; BRAND AWARENESS; BRAND IMAGE; BRAND MANAGEMENT; BRAND LOYALTY; VALUES IN BRAND EQUITY; MARKETING COMMUNICATIONS; SIGNIFICANCE OF PACKAGING; BIBLIOGRAPHY; Vol 3 COVER; CONTENTS; DEVELOPMENT OF PRODUCT; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY |
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Sommario/riassunto |
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Management is a multidimensional discipline. A modern business chief executive needs a strong vision, energy and drive, in order to push and pull teams and the organisation forward. A strong and effectively communicated vision can prove to be impressive, stimulating and attractive for others and it is bound to further motivate them to achieve business goals and aspirations. In the wake of it, the measurement and management of the brand value has become a major issue for marketers and market researchers, over the past several decades. The concept of brand value and brand equity goes well beyond |
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