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Identity-Based Brand Management: Fundamentalsâ€”Strategyâ€”Implementationâ€”Controlling

By (author) Christoph Burmann, By (author) Nicola-Maria Riley, By (author) Tilo Halaszovich, By (author) Michael Schade, By (author) Kristina Klein, By (author) Rico Piehler

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normal price: R 1 578.95

Price: R 1 499.95

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This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that this concept is a valuable management model to make brands successful. In the 3rd edition, all chapters were fundamentally revised and latest research findings were integrated. A new section on corporate social responsibility due to the increasing importance of brandsâ€™ societal and environmental responsibilities and up-to-date practical examples were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

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Normal Price | R 1 854.95
Price | R 1 762.95 | on special |

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Helgoland: The Strange and Beautiful Story of Quantum Physics

Carlo Rovelli
Paperback / softback
208 pages
was: R 295.95
now: R 265.95
Available from overseas. Usually dispatched in 3 to 6 weeks

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The Coming Wave: AI, Power and Our Future

Mustafa Suleyman
Paperback / softback
352 pages
was: R 295.95
now: R 265.95
Stock is usually dispatched in 6-12 days from date of order

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The Order of Time

Carlo Rovelli
Paperback / softback
224 pages
was: R 295.95
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Originally published in Italian: L'ordine del tempo (Milan: Adelphi Edizioni, 2017).

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