Global branding breakthroughs in research and practice

"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"--

Библиографическая информация
Соавтор:	Information Resources Management Association (Редактор)
Формат:	Электронная книга
Язык:	English
Публикация:	Hershey, PA Business Science Reference, [2020]
Предметы:	Branding (Marketing) International business enterprises. BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior EBSCO eBooks Electronic books.
Online-ссылка:	EBSCOhost Перейти в каталог НБ ТГУ

Оглавление:

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.

Global branding breakthroughs in research and practice

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