LEADER 02658nam 2200433 450 001 9910794506103321 005 20230629221509.0 010 $a1-942585-43-8 035 $a(CKB)4100000012007892 035 $a(MiAaPQ)EBC6708535 035 $a(Au-PeEL)EBL6708535 035 $a(EXLCZ)994100000012007892 100 $a20220603d2021 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBehavioral aspects of brand management /$fJana Majerova? [et al.] 210 1$aNew York :$cAddleton Academic Publishers,$d[2021] 210 4$dİ2021 215 $a1 online resource (111 pages) 311 1 $a1-942585-35-7 330 $a"Brand is not only effective marketing tool. Brand is powerful multi structural socio-economic phenomenon, which combines traditional economic postulates and practices in the introjection of psychological and sociological characteristics of consumer. Traditionally, it is characterized by paradigmatic polarization, in which theories alternate by differently accentuating the need for econometric modelling as a baseline platform for optimizing managerial decision-making processes. Individual complicated structures of the intersection of its qualitative and quantitative aspects require not only specific professional and personal prerequisites of managers at any management levels, but also a developed supporting instrumentation of these processes. If company knows how to manage its value, brand has the potential to lead the company from the darkness of market mediocrity to the light of competitive uniqueness. The respect for contemporary trends in behavioral economics is the basic prerequisite for successful brand management. Thus, the main ambition of the monograph is not limited to a simple statement of existing approaches and trends, but its research character acquires a polemical dimension in the context of cross-sectional analysis of the behavioral aspects of brand management in various areas of business management in specific market conditions"--$cProvided by publisher. 606 $aProduct management 606 $aBrand name products$xManagement 606 $aMarketing$xPsychological aspects 615 0$aProduct management. 615 0$aBrand name products$xManagement. 615 0$aMarketing$xPsychological aspects. 676 $a658.5 700 $aMajerova?$b Jana$01212234 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910794506103321 996 $aBehavioral aspects of brand management$93711920 997 $aUNINA