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Brand management strategies : luxury and mass markets

By: D'Arienzo, William

1501318438 / 9781501318436
Paperback
03/11/2016
1 in stock Need More ?
United Kingdom
24 cm xv, 368 pages : illustrations (black and white)
Tertiary Education (US: College)  Learn More

As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development.

Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood.

Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, Banana Republic, and Target and non-fashion brands including Apple, Samsung, Hyundai, Porsche, Ritz Carlton Hotels and more- Brandstorming: Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activitiesSTUDIO Resources- Study smarter with self-quizzes featuring scored results and personalized study tips- Review concepts with flashcards of terms and definitionsTeaching Resources- Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and lecture notes- Test Bank includes sample test questions for each chapter- PowerPoint (R) presentations include full color images from the book and provide a framework for lecture and discussion

BIC:

KJC Business strategy, KNPR Retail sector, KNSX Fashion & beauty industries

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RRP £77.99
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