Brand Management

Edited by Frantisek Pollak and Peter Markovic

in Books from IntechOpen

Abstract: Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and "living" the brand.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
ISBN: 978-1-80355-999-5
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https://www.intechopen.com/books/7627 (text/html)
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Chapters in this book:

Internet Marketing

Frantisek Pollak and Peter Markovic

Introductory Chapter: Brand Management as Part of Corporate Identity

Frantisek Pollak and Peter Markovic

Perspective Chapter: A Systematic Review and Research Agenda on Standardization versus Adaptation of Brand Elements in International Markets

Tamer Baran

Perspective Chapter: Living the Brand

Michelle Wolfswinkel and Carla Enslin

Perspective Chapter: The Transition from Offline to Online Marketing Strategies to Build Brand Equity

Munyaradzi Mutsikiwa

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Persistent link: https://EconPapers.repec.org/RePEc:ito:pbooks:7627

DOI: 10.5772/intechopen.96845

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