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Brand Positioning
Connecting Marketing Strategy and Communications
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Brand Positioning
$34100
Unit price
/
Unavailable
Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
This is essential reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications, and consumer behaviour, as well as marketing and communications professionals seeking to develop and maintain their company's brand.
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 and strategy. The book works step-by-step through the creation of an effective marketing strategy.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
Description
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 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.
This 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.
Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?
"An admirable attempt to clarify brand positioning without simplistic language. A must for marketers wanting deep insight." — Max Kohnstamm
"A helpful book for higher education students, combining practical guidelines and cutting-edge theory with many cases to understand branding and positioning." — Bernice Spijker
Book Details
INFORMATION
ISBN: 9780367250119
Publisher: Taylor & Francis Ltd
Format: Hardback
Date Published: 13 February 2020
Country: United Kingdom
Imprint: Routledge
Illustration: 17 Tables, black and white; 61 Line drawings, color; 59 Halftones, black and white; 61 Illustrations, color; 59 Illustrations, black and white
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Width: 174.0mm
Height: 246.0mm
Weight: 640g
Pages: 254
About the Author
Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, the Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding.
Karel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, the Netherlands, and is Lecturer in Marketing at the University of Groningen, the Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including Applied Strategic Marketing (Routledge, 2019).
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