This book presents research on the global issue of the Internet as a central organizing platform for integrating marketing communications and on using e-Branding to increase the visibility and success of companies in all business realms.

"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher.

The intellectual structure in brands and branding research: a scientometric analysis / Jiaxun He, Cheng Lu Wang -- "Home base" and the brand globalization strategies of emerging market multinationals / Xiaohua Lin, Carlyle Farrell -- How consumer mindset response and long-term marketing...

A case-based identification of internal and external issues for branding strategies / Abu Sayeed Mondal, Dilip Roy -- Promoting Bucovina's tourism brand / Alexandru-Mircea Nedelea -- Branding and brand management: case of Amul / Anupam Sharma -- Service branding through quality practices in...

"This book provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields, featuring information regarding emergent research and techniques"--Provided by publisher