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Advancing Insights on Brand Management

Edited by Paolo Popoli

in Books from IntechOpen

Abstract: This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
ISBN: 978-953-51-3597-5
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Chapters in this book:

Analysis of Antecedents that Contribute to Try New Products in Retail Commerce Downloads
Natalia Rubio, Nieves Villasenor and Maria Jesus Yague
Celebrity Endorsement: Developing A Brand Image in Housing Ads Downloads
Fusun Cizmeci Yores
Competition between Private Labels and National Brands in a Multichannel Retailer Downloads
Marta Arce-Urriza and Javier Cebollada
Critical Success Factors in Strategic Brand Management in Luxury Fashion Markets: The Case of Isaia Downloads
Marcello Risitano, Annarita Sorrentino and Michele Quintano
Management of a City Brand: An Examination on Three Stakeholders' Attitudes Downloads
Funda Bayrakdaroglu
Modeling a City's Branding Tools: The Case of Istanbul Downloads
Senay Oguztimur
Product Placement as an Effective Tool for the Brand Positioning Downloads
Olena Kulykovets and Hanna Gorska-Warsewicz
Retail Brand Extension: From Theory to Practice. A Multi- Country Study of European Grocery Retailers Downloads
Elisa Martinelli and Francesca De Canio
Service Branding: Suggesting and Discussing Four Perspectives Influencing a Value-Creating Service Brand at the Company Level Downloads
Hugo Skaalsvik
The Holistic Vision of Brand Management Downloads
Paolo Popoli

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DOI: 10.5772/66566

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