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DDC 658.8/27
G 54
Global branding : : breakthroughs in research and practice / / [edited by] Information Resources Management Association. - Hershey, PA : : Business Science Reference,, [2020]. - 1 online resource (2 volumes). - URL: https://library.dvfu.ru/lib/document/SK_ELIB/74F5A4CD-F77E-400D-BFE2-E2BFC932E786
. - ISBN 9781522592839 (electronic book). - ISBN 1522592830 (electronic book)
Description based on online resource; title from digital title page (viewed on November 25, 2019).
Параллельные издания: Print version: : Global branding. - Hershey, PA : Business Science Reference, [2020]. - ISBN 9781522592822
Содержание:
Section 1. Brand equity -- section 2. Brand loyalty -- section 3. Brand management and customer engagement -- section 4. Brand preference and buying behavior -- section 5. Brand trust and reputation management -- section 6. Emotional brand attachment and brand personality -- section 7. Social media and online brand communities.
Рубрики: Branding (Marketing)
International business enterprises.
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Branding (Marketing)
International business enterprises.
Аннотация: "This book provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. It highlights a range of pertinent topics such as brand communication, consumer engagement, and product innovation"--
Доп.точки доступа:
Information Resources Management Association,