How brands grow : including emerging markets, services, durables, B2B and luxury brands. Part 2

Ключевые слова

Тематические рубрики

• Экономика - Управление предприятием - Маркетинг
• Branding (Marketing)
• Marketing
• Brand name products - Management

Аннотация

How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This book is for readers of the first 'How Brands Grow' who want to learn more about the key concepts and their application. Included in Part 2 is an expansion on key areas such as Mental Availability, Physical availability, and how to leverage Distinctive Assets.Second, this book is for marketers operating in areas such as e-commerce, emerging markets, services, and luxury markets. We have expanded the range of examples to cover these categories and countries. This includes examples from financial services, telecommunications, fast food, supermarket and fashionretailers, phone handsets and cars throughout the book.