Brand Positioning - Connecting Marketing Strategy and Communications (Paperback)

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company's brand.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	February 2020
First published:	2020
Authors:	Erik Kostelijk • Karel Jan Alsem
Dimensions:	246 x 174 x 13mm (L x W x T)
Format:	Paperback
Pages:	254
ISBN-13:	978-0-367-25019-5
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-367-25019-5
Barcode:	9780367250195

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