Branding and Sustainable Competitive Advantage - Building Virtual Presence (Hardcover)

Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in consumers minds cannot. Branding and Sustainable Competitive Advantage: Building Virtual Presence explores the processes involved in managing brands for long-term sustainable competitive advantage. Managers, professionals, and researchers will better understand the importance of consumers perceptions in brand management, gain insight into the interface of positioning and branding, learn about the management of brands over time and in digital and virtual worlds, be able to name new products and brand extensions, and discover how marketers develop and apply strategies to position their brands.

General

Imprint:	Business Science Reference
Country of origin:	United States
Release date:	September 2011
First published:	September 2011
Editors:	Avinash Kapoor • Chinmaya Kulshrestha
Dimensions:	280 x 216 x 17mm (L x W x T)
Format:	Hardcover
Pages:	294
ISBN-13:	978-1-61350-171-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	1-61350-171-4
Barcode:	9781613501719

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