Brand management an introduction through storytelling
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the r...
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| Main Author | |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Cham :
Palgrave Macmillan,
2021.
|
| Subjects | |
| Online Access | Plný text |
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| 072 | 7 | |a 005 |x Management. Řízení |2 Konspekt |9 4 | |
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| 100 | 1 | |a Mogaji, Emmanuel. | |
| 245 | 1 | 0 | |a Brand management |h [electronic resource] : |b an introduction through storytelling / |c Emmanuel Mogaji. |
| 260 | |a Cham : |b Palgrave Macmillan, |c 2021. | ||
| 300 | |a 1 online zdroj | ||
| 500 | |a Includes index. | ||
| 506 | |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty | ||
| 520 | |a Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.- Resumé vydavatel | ||
| 590 | |a eBooks on EBSCOhost |b All EBSCO eBooks | ||
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| 650 | 0 | 7 | |a vyprávění |7 ph117276 |2 czenas |
| 650 | 0 | 9 | |a brand management |2 eczenas |
| 650 | 0 | 9 | |a storytelling |2 eczenas |
| 653 | |a branding (marketing) | ||
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| 655 | 9 | |a electronic books |2 eczenas | |
| 655 | 9 | |a textbooks |2 eczenas | |
| 776 | 0 | 8 | |i Print version: |z 9783030661199 |
| 776 | 0 | 8 | |i Print version: |z 3030661180 |z 9783030661182 |w (OCoLC)1222894488 |
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| 942 | |2 udc | ||
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