| LDR | | 05240cmm u2200781 i 4500 |
| 001 | | 000000323066 |
| 003 | | OCoLC |
| 005 | | 20230613115901 |
| 006 | | m d |
| 007 | | cr ||||||||||| |
| 008 | | 191021t20202020enka ob 001 0 eng |
| 010 | |
▼a 2019044290 |
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| 019 | |
▼a 1121287435
▼a 1121294410
▼a 1138517510
▼a 1145940613 |
| 020 | |
▼a 9780429285820
▼q (electronic book) |
| 020 | |
▼a 0429285825
▼q (electronic book) |
| 020 | |
▼a 1000025063
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▼a 9781000024944
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▼a 1000024946
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▼a 9781000025002
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▼a 9780367250119
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▼a 036725011X
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▼a 9780367250195
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| 020 | |
▼a 0367250195
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| 020 | |
▼a 9781000025064
▼q (electronic bk.) |
| 024 | 7 |
▼a 10.4324/9780429285820
▼2 doi |
| 035 | |
▼a 2572827
▼b (N$T) |
| 035 | |
▼a (OCoLC)1121605171
▼z (OCoLC)1121287435
▼z (OCoLC)1121294410
▼z (OCoLC)1138517510
▼z (OCoLC)1145940613 |
| 037 | |
▼a 9780429285820
▼b Taylor & Francis |
| 040 | |
▼a DLC
▼b eng
▼e rda
▼e pn
▼c DLC
▼d OCLCO
▼d OCLCF
▼d YDX
▼d TYFRS
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▼d TYFRS
▼d UKMGB
▼d UKAHL
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▼d YDX
▼d AU@
▼d OCLCQ
▼d UKOBU
▼d OCLCO
▼d OCLCQ
▼d N$T
▼d 248032 |
| 041 | 1 |
▼a eng
▼h dut |
| 042 | |
▼a pcc |
| 049 | |
▼a MAIN |
| 050 | 04 |
▼a HF5415.1255
▼b .K67 2020 |
| 072 | 7 |
▼a BUS
▼x 043000
▼2 bisacsh |
| 072 | 7 |
▼a KJS
▼2 bicssc |
| 082 | 00 |
▼a 658.8/27
▼2 23 |
| 100 | 1 |
▼a Kostelijk, Erik,
▼e author. |
| 245 | 10 |
▼a Brand positioning :
▼b connecting marketing strategy and communications /
▼c Erik Kostelijk, Karel Jan Alsem.
▼h [electronic resource] |
| 264 | 1 |
▼a Abingdon, Oxon ;
▼a New York, NY :
▼b Routledge,
▼c 2020. |
| 264 | 4 |
▼c 짤2020 |
| 300 | |
▼a 1 online resource (vii, 254 pages) |
| 336 | |
▼a text
▼b txt
▼2 rdacontent |
| 337 | |
▼a computer
▼b c
▼2 rdamedia |
| 338 | |
▼a online resource
▼b cr
▼2 rdacarrier |
| 504 | |
▼a Includes bibliographical references and index. |
| 505 | 0 |
▼a Part I: Foundations 1. Relevance of Brand Positioning. -- 2. Essentials of Brand Positioning. -- Part II: The Creation of the Brand Positioning Strategy: & 3. Customer Needs and Customer Values. -- 4. Brand Image and Brand Values. -- 5. Brand Identity. -- 6. Brand Positioning: Mindshare and Heartshare. -- Part III: The Implementation of the Brand Positioning Strategy: 7. Brand Positioning and Communication. -- 8. Brand Positioning and Brand Architecture. -- 9. Brand Positioning, Brand Names, and Visual Design. -- 10. Brand Positioning and Employees. |
| 520 | |
▼a "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. 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, brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. Online resources to aid leaning include an instructor's manual, test bank with case material and multiple-choice questions, and PowerPoint slides"--
▼c Provided by publisher |
| 545 | 0 |
▼a 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). |
| 588 | 0 |
▼a Online resource; title from digital title page (viewed on April 27, 2020). |
| 590 | |
▼a Added to collection customer.56279.3 |
| 650 | 0 |
▼a Branding (Marketing) |
| 650 | 0 |
▼a Strategic planning. |
| 650 | 6 |
▼a Strate?gie de marque. |
| 650 | 6 |
▼a Planification strate?gique. |
| 650 | 7 |
▼a branding.
▼2 aat |
| 650 | 7 |
▼a BUSINESS & ECONOMICS
▼x Marketing
▼x General.
▼2 bisacsh |
| 650 | 7 |
▼a Branding (Marketing)
▼2 fast
▼0 (OCoLC)fst01743755 |
| 650 | 7 |
▼a Strategic planning.
▼2 fast
▼0 (OCoLC)fst01134371 |
| 700 | 1 |
▼a Alsem, K. J.,
▼e author. |
| 776 | 08 |
▼i Print version:
▼a Kostelijk, Erik.
▼t Brand positioning.
▼d New York : Routledge, 2020
▼z 9780367250119
▼w (DLC) 2019044289 |
| 856 | 40 |
▼3 EBSCOhost
▼u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2572827 |
| 938 | |
▼a EBSCOhost
▼b EBSC
▼n 2572827 |
| 990 | |
▼a 관리자 |
| 994 | |
▼a 92
▼b N$T |