Extent: | Online-Ressource (344 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Description based upon print version of record COVER -- CONTENTS -- PRODUCT: BASIC CONCEPTS -- MARKETING ENVIRONMENT FOR PRODUCT AND BRAND MANAGEMENT -- PRODUCT PLANNING -- PRODUCT MARKET STRATEGIES FOR LEADERS, CHALLENGERS, FOLLOWERS -- PRODUCT LIFE CYCLE AND MARKET EVOLUTION -- NEW PRODUCTS: PLANNING AND DEVELOPMENT -- THE CREATIVE SPARK -- DESIGNING THE OFFER -- PRICING THE OFFER -- CONCEPT AND PRODUCT TESTING -- TEST MARKETING -- BUDGETING FOR PRODUCTS -- BRANDING DECISIONS -- THE ANATOMY OF A BRAND -- BRAND CULTURE AND BRAND RITUALS -- LEVERAGING BRANDS -- BRAND EQUITY -- BRAND BUILDING -- PRODUCT AND BRAND FAILURES MARKETING ORGANISATION -- PACKAGING -- CONSUMER PROTECTION -- CASE STUDIES -- BIBLIOGRAPHY |
ISBN: | 978-81-8318-355-0 ; 978-93-5043-431-4 ; 978-81-8318-355-0 |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012681970