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Varebeskrivelse
Stand: Brugt - men i god stand
Emne: Markedsføring
Dette er syvende udgave af lærebogen "Marketing Management: A Strategic Decision-Making Approach" skrevet af John W. Mullins og Orville C. Walker, Jr. Bogen fokuserer på strategiske beslutninger inden for markedsføring og analyse af markedsmuligheder
International Marketing: An SME Perspective" skrevet af Seán de Búrca, Richard Fletcher og Linden Brown.
Den fokuserer på international markedsføring specifikt for små og mellemstore virksomheder (SME'er).
Den kombinerer teori med praktiske tilgange og dækker både vestlige og Asia-Pacific perspektiver
"Marketing: An Introduction" (8. udgave), skrevet af Gary Armstrong og Philip Kotler.
Forfattere: Gary Armstrong og Philip Kotler.
Titel: Marketing: An Introduction.
Udgave: 8. udgave (8E).
Indhold: Bogen introducerer grundlæggende marketingprincipper med fokus på at skabe værdi for kunderne.
Brandguruen Wally Olins har med Om Brands begået en bog om branding, der gør op med No Logo og Naomi Klein-fløjens antikapitalistiske dæmonisering af brands. Branding forbindes ofte med kommercielle institutioner, men den tendens har ændret sig radikalt i de senere år. Alle fra offentlige institutioner over nonprofitorganisationer til hele nationer finder det relevant at brande sig. Brands skabes af mennesker: Brands eksisterer, fordi vi, kunderne, kan lide dem.Vi har magten til at forme mærkerne til det, vi vil have, og til at forme det samfund, vi lever i. Vi skal bare bruge den magt - og bruge den til vores fælles fordel
Tested Advertising Methods by Caples
The fifth edition of this work on how to create successful advertising features new coverage on small businesses with limited revenues, non-profit advertising, as well as techniques of headlines, illustrations and layouts. There is also new information useful to smaller businesses.
Managing Brand Equity by David A Aaker
The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. In an examination of the phenomenon of brand equity, Aaker provides a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with an historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, with dozens of additional real company examples, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.
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Sidst redigeret: 12.3.2026 kl. 13:59 ・ Annonce-ID: 19447212
