Contemporary issues in branding:
"This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-pre...
Gespeichert in:
| Weitere beteiligte Personen: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2020
|
| Schlagwörter: | |
| Links: | https://www.taylorfrancis.com/books/9780429429156 |
| Zusammenfassung: | "This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally"-- |
| Beschreibung: | Description based on online resource; title from digital title page (viewed on January 27, 2020) |
| Umfang: | 1 online resource (xvi, 299 pages) |
| ISBN: | 9780429429156 0429429150 9780429769122 0429769121 9780429769139 042976913X 9780429769115 0429769113 |
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| 245 | 1 | 0 | |a Contemporary issues in branding |c edited by Pantea Foroudi and Maria Palazzo |
| 264 | 1 | |a Abingdon, Oxon |b Routledge |c 2020 | |
| 264 | 4 | |c © 2020 | |
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| 500 | |a Description based on online resource; title from digital title page (viewed on January 27, 2020) | ||
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| 650 | 4 | |a Marketing channels | |
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Datensatz im Suchindex
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|---|---|
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| author2 | Foroudi, Pantea 1974- Palazzo, Maria |
| author2_role | edt edt |
| author2_variant | p f pf m p mp |
| author_facet | Foroudi, Pantea 1974- Palazzo, Maria |
| building | Verbundindex |
| bvnumber | BV047008111 |
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| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV047008111 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T19:07:08Z |
| institution | BVB |
| isbn | 9780429429156 0429429150 9780429769122 0429769121 9780429769139 042976913X 9780429769115 0429769113 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032415648 |
| open_access_boolean | |
| physical | 1 online resource (xvi, 299 pages) |
| psigel | ZDB-7-TFC |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Routledge |
| record_format | marc |
| spelling | Contemporary issues in branding edited by Pantea Foroudi and Maria Palazzo Abingdon, Oxon Routledge 2020 © 2020 1 online resource (xvi, 299 pages) txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from digital title page (viewed on January 27, 2020) "This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally"-- Branding (Marketing) Marketing channels Foroudi, Pantea 1974- edt Palazzo, Maria edt https://www.taylorfrancis.com/books/9780429429156 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Contemporary issues in branding Branding (Marketing) Marketing channels |
| title | Contemporary issues in branding |
| title_auth | Contemporary issues in branding |
| title_exact_search | Contemporary issues in branding |
| title_full | Contemporary issues in branding edited by Pantea Foroudi and Maria Palazzo |
| title_fullStr | Contemporary issues in branding edited by Pantea Foroudi and Maria Palazzo |
| title_full_unstemmed | Contemporary issues in branding edited by Pantea Foroudi and Maria Palazzo |
| title_short | Contemporary issues in branding |
| title_sort | contemporary issues in branding |
| topic | Branding (Marketing) Marketing channels |
| topic_facet | Branding (Marketing) Marketing channels |
| url | https://www.taylorfrancis.com/books/9780429429156 |
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