E-books: Brand Management

  • Brand Positioning: Connecting Marketing Strategy and Communications book cover

    Brand Positioning

    Connecting Marketing Strategy and Communications, 1st Edition

    By Erik Kostelijk, Karel Jan Alsem

    Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective…

    eBook – 2020-01-23
    Routledge

  • Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry book cover

    Fashion Marketing and Communication

    Theory and Practice Across the Fashion Industry, 1st Edition

    By Olga Mitterfellner

    Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together…

    eBook – 2019-11-14
    Routledge

  • Strategic Integrated Marketing Communications book cover

    Strategic Integrated Marketing Communications

    3rd Edition

    By Larry Percy

    The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with…

    eBook – 2018-04-24
    Routledge

  • The Advertising Handbook book cover

    The Advertising Handbook

    4th Edition

    By Jonathan Hardy, Iain Macrury, Helen Powell

    The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and…

    eBook – 2018-02-28
    Routledge
    Media Practice

  • Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy book cover

    Brand Transformation

    Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy, 1st Edition

    By Keith Glanfield

    To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This…

    eBook – 2018-02-05
    Routledge

  • Strategic Communication: An Introduction book cover

    Strategic Communication

    An Introduction, 1st Edition

    By Jesper Falkheimer, Mats Heide

    Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational…

    eBook – 2018-01-19
    Routledge

  • Building Brands in Asia: From the Inside Out book cover

    Building Brands in Asia

    From the Inside Out, 1st Edition

    By Tim Andrews, Wilson Chew

    In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.…

    eBook – 2017-05-18
    Routledge

  • Airline Operations and Management: A Management Textbook book cover

    Airline Operations and Management

    A Management Textbook, 1st Edition

    By Gerald N. Cook, Bruce Billig

     Airline Operations and Management: A Management Textbook is a survey of the airline industry, mostly from a managerial perspective. It integrates and applies the fundamentals of several management disciplines, particularly economics, operations, marketing and finance, in developing the…

    eBook – 2017-02-03
    Routledge

  • Brand Management: Research, Theory and Practice book cover

    Brand Management

    Research, Theory and Practice, 2nd Edition

    By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

    For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of…

    eBook – 2015-12-03
    Routledge

  • Nation Branding: Concepts, Issues, Practice book cover

    Nation Branding

    Concepts, Issues, Practice, 2nd Edition

    By Keith Dinnie

    Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation…

    eBook – 2015-08-27
    Routledge

  • Advertising Media Workbook and Sourcebook book cover

    Advertising Media Workbook and Sourcebook

    4th Edition

    By Larry Kelley, Kim Sheehan, Donald W. Jugenheimer

    This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual…

    eBook – 2015-04-10
    Routledge

  • Advertising Media Planning: A Brand Management Approach book cover

    Advertising Media Planning

    A Brand Management Approach, 4th Edition

    By Larry Kelley, Kim Sheehan, Donald W. Jugenheimer

    The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must…

    eBook – 2015-03-27
    Routledge

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