Brand Management /

Brand Management / / edited by František Pollák, Peter Markovič.

Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in in...

Full description

Saved in:
Bibliographic Details
TeilnehmendeR:
Pollák, František,
Markovič, Peter,
Place / Publishing House:London : : IntechOpen,, 2022.
Year of Publication:2022
Language:English
Physical Description:1 online resource (100 pages)
Tags: Add Tag
No Tags, Be the first to tag this record!
Table of Contents:
  • 1. Introductory Chapter: Brand Management as Part of Corporate Identity
  • 2. Internet Marketing
  • 3. Perspective Chapter: The Transition from Offline to Online Marketing Strategies to Build Brand Equity
  • 4. Perspective Chapter: A Systematic Review and Research Agenda on Standardization versus Adaptation of Brand Elements in International Markets
  • 5. Perspective Chapter: Living the Brand.

Similar Items