Brand Positioning

Name: Brand Positioning
Brand: Taylor & Francis
SKU: 9780367250119
Price: 341.0 NZD
Availability: InStock

Connecting Marketing Strategy and Communications

By Erik Kostelijk and Karel Jan Alsem

0.0 (0 reviews)

Summary

Brand Positioning is an English translation of a renowned Dutch textbook offering a practical approach to analysing, defining, and developing a brand's positioning strategy. Divided into three parts, it guides readers through creating an effective marketing strategy by combining academic insights with strategic and operational tools. It uniquely focuses on the relationship between branding, marketing, and communications, exploring brand values, identity, and image through international case studies and practical exercises.
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Format: Hardback

$341⁰⁰

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Brand Positioning

$341⁰⁰

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.

Description

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

Collections

Business & Entrepreneurship Erik Kostelijk Karel Jan Alsem Marketing & Sales Non-Fiction

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).