Harvard business review on marketing
Keller, K.|Jackson, M.
Harvard business review on marketing - Boston Harvard Business School Press 2001 - vii, 182p.
Explains the importance and value of building and managing proper brands. Presents some of the characteristics of strong brands which include delivering the benefits customers through desire, pricing, marketing strategy and consistency. Looks at the management considerations when branding and emphasises on support and sustainability of the product. Stresses the importance of grading a brand according to how well it addresses different dimensions.
978-1-57851-804-3
Marketing|Office Management|Costs and Cost Analysis|Advertisements
HF 5415 .K64 2001
Harvard business review on marketing - Boston Harvard Business School Press 2001 - vii, 182p.
Explains the importance and value of building and managing proper brands. Presents some of the characteristics of strong brands which include delivering the benefits customers through desire, pricing, marketing strategy and consistency. Looks at the management considerations when branding and emphasises on support and sustainability of the product. Stresses the importance of grading a brand according to how well it addresses different dimensions.
978-1-57851-804-3
Marketing|Office Management|Costs and Cost Analysis|Advertisements
HF 5415 .K64 2001