{"title":"Karel Jan Alsem","description":"\u003cp\u003eKarel Jan Alsem's works delve into the strategic intricacies of \u003cstrong\u003ebrand positioning\u003c\/strong\u003e and market differentiation, offering insightful guidance for business professionals and entrepreneurs. His approach blends practical frameworks with contemporary marketing principles, making complex concepts accessible and actionable.\u003c\/p\u003e\n\n\u003cp\u003eReaders can expect a focused exploration of how brands can carve out distinct identities in competitive landscapes, with an emphasis on aligning business goals with customer perceptions. Alsem’s books are essential for those seeking to refine their marketing strategies and build lasting brand equity.\u003c\/p\u003e","products":[{"product_id":"brand-positioning-by-erik-kostelijk-9780367250119","title":"Brand Positioning","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cem\u003eBrand Positioning\u003c\/em\u003e 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.\u003c\/p\u003e\n\n\u003cp\u003eDivided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises.\u003c\/p\u003e\n\n\u003cp\u003eThis textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":47605162442988,"sku":"9780367250119","price":341.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9780367250119-brand-positioning.jpg?v=1778125246"}],"url":"https:\/\/bookhero.co.nz\/collections\/karel-jan-alsem.oembed","provider":"Book Hero","version":"1.0","type":"link"}