The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the world's greatest Western thinkers to reveal what they might say about branding if they were alive today. Philosophers covered include Heraclitus, Socrates, Plato, Aristotle,...

"Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the...

Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix;...

Creating blue oceans -- Analytical tools and frameworks -- Reconstruct market boundaries -- Focus on the big picture, not the numbers -- Reach beyond existing demand -- Get the strategic sequence right -- Overcome key organizational hurdles -- Build execution into strategy -- The sustainability...