Positioning the Brand: An Inside-Out Approach - Rilegato

Riezebos, Rik; Van Der Grinten, Jaap

 
9780415665186: Positioning the Brand: An Inside-Out Approach
Rilegato
ISBN 10: 0415665183 ISBN 13: 9780415665186
Casa editrice: Routledge, 2011

Sinossi

Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand.

Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support.

This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull?autore

Rik Riezebos is the Managing Director of EURIB/European Institute for Brand Management, the Netherlands, and is the Managing Consultant of Brand Capital, the Netherlands.

Jaap van der Grinten is Lecturer and Research Fellow at Inholland University, the Netherlands.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Routledge
Data di pubblicazione
2011
Lingua
Inglese
ISBN 10 
0415665183
ISBN 13 
9780415665186
Rilegatura
Copertina rigida
Numero edizione
1
Numero di pagine
208
Contatto del produttore
non disponibile
Persona responsabile
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Germania

Altre edizioni note dello stesso titolo

9780415665193: Positioning the Brand: An Inside-Out Approach

Edizione in evidenza

ISBN 10:  0415665191 ISBN 13:  9780415665193
Casa editrice: Routledge, 2011
Brossura