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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Book downloadable chapter-by-chapter

Chapters in this book:

Analysis of Antecedents that Contribute to Try New Products in Retail Commerce

Natalia Rubio, Nieves Villasenor and Maria Jesus Yague

Celebrity Endorsement: Developing A Brand Image in Housing Ads

Fusun Cizmeci Yores

Competition between Private Labels and National Brands in a Multichannel Retailer

Marta Arce-Urriza and Javier Cebollada

Critical Success Factors in Strategic Brand Management in Luxury Fashion Markets: The Case of Isaia

Marcello Risitano, Annarita Sorrentino and Michele Quintano

Management of a City Brand: An Examination on Three Stakeholders' Attitudes

Funda Bayrakdaroglu

Modeling a City's Branding Tools: The Case of Istanbul

Senay Oguztimur

Product Placement as an Effective Tool for the Brand Positioning

Olena Kulykovets and Hanna Gorska-Warsewicz

Retail Brand Extension: From Theory to Practice. A Multi- Country Study of European Grocery Retailers

Elisa Martinelli and Francesca De Canio

Service Branding: Suggesting and Discussing Four Perspectives Influencing a Value-Creating Service Brand at the Company Level

Hugo Skaalsvik

The Holistic Vision of Brand Management

Paolo Popoli

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Persistent link: https://EconPapers.repec.org/RePEc:ito:pbooks:4686

DOI: 10.5772/66566

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