{"product_id":"competitive-branding-winning-in-the-market-place-with-value-added-brands-hardback-9780471984573","title":"Competitive Branding; Winning in the Market Place with Value-Added Brands (Hardback) 9780471984573","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eCompetitive Branding\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eWinning in the Market Place with Value-Added Brands\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eTorsten H. Nilson (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780471984573, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 28 August 1998\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e200 pages\u003cbr\u003e23.8 x 15.9 x 2.4 cm, 0.482 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eAnbieter haben es immer schwerer, neue Marken und damit eine überzeugende Identität nachhaltig am Markt zu etablieren. Der Autor, ein erfahrener Consultant im internationalen Geschäft, zeigt dem Leser, wie er seine Marktanteile ausweitet und Wettbewerbsvorteile gewinnen kann: Die Formel heißt Aufwertung des Markennamens. Theorien sowie Hilfmittel und Techniken werden an zahlreichen Fallstudien erläutert. (8\/98)\u003cbr\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eTHE BASICS -\u003cbr\u003e VALUE-ADDED MARKETING.\u003cbr\u003e \u003cbr\u003e Competitive Branding and Cost-Effective Marketing.\u003cbr\u003e \u003cbr\u003e The Three Phases of Marketing.\u003cbr\u003e \u003cbr\u003e The Importance of Being Number 1.\u003cbr\u003e \u003cbr\u003e Brand Management -\u003cbr\u003e Creating Preference.\u003cbr\u003e \u003cbr\u003e Value-added Marketing.\u003cbr\u003e \u003cbr\u003e Understand!\u003cbr\u003e \u003cbr\u003e COMPETITIVE BRAND DEVELOPMENT.\u003cbr\u003e \u003cbr\u003e Why Branding?\u003cbr\u003e \u003cbr\u003e The Origins of Branding -\u003cbr\u003e A (Very) Brief History.\u003cbr\u003e \u003cbr\u003e Building Brands.\u003cbr\u003e \u003cbr\u003e The Brand Values.\u003cbr\u003e \u003cbr\u003e Pricing in the Brand Development Process.\u003cbr\u003e \u003cbr\u003e Brand Terminology.\u003cbr\u003e \u003cbr\u003e The Brand Hierarchy.\u003cbr\u003e \u003cbr\u003e Brand Stretching.\u003cbr\u003e \u003cbr\u003e International Brand Strategies.\u003cbr\u003e \u003cbr\u003e Managing the Brand Development Process.\u003cbr\u003e \u003cbr\u003e MAKING THE BRAND COMPETITIVE.\u003cbr\u003e \u003cbr\u003e Getting the Foundation Right.\u003cbr\u003e \u003cbr\u003e The Marketing Mix.\u003cbr\u003e \u003cbr\u003e Product Development -\u003cbr\u003e An Introduction.\u003cbr\u003e \u003cbr\u003e New Product Development (NPD).\u003cbr\u003e \u003cbr\u003e Old Product Development (OPD).\u003cbr\u003e \u003cbr\u003e Communication -\u003cbr\u003e An Introduction.\u003cbr\u003e \u003cbr\u003e Personal Selling.\u003cbr\u003e \u003cbr\u003e Sales Promotion.\u003cbr\u003e \u003cbr\u003e Advertising.\u003cbr\u003e \u003cbr\u003e PR -\u003cbr\u003e Public Relations.\u003cbr\u003e \u003cbr\u003e Word-of-Mouth.\u003cbr\u003e \u003cbr\u003e Direct Marketing.\u003cbr\u003e \u003cbr\u003e Design.\u003cbr\u003e \u003cbr\u003e Distribution.\u003cbr\u003e \u003cbr\u003e Generating Revenues.\u003cbr\u003e \u003cbr\u003e Managing the Brand.\u003cbr\u003e \u003cbr\u003e Conclusions.\u003cbr\u003e \u003cbr\u003e Reading Suggestions.\u003cbr\u003e \u003cbr\u003e Index.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52316740714776,"sku":"9780471984573","price":34.58,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780471984573.jpg?v=1781823362","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/competitive-branding-winning-in-the-market-place-with-value-added-brands-hardback-9780471984573","provider":"Freshly Printed Books","version":"1.0","type":"link"}