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Creating Powerful Brands. Edition No. 4
Elsevier Science and Technology, September 2010, Pages: 496
This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: . Summarises the latest thinking and best practice in the domain of branding . All new real marketing campaigns show how branding theories are implemented in practice . Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
. Written by renowned specialists in brand management, marketing strategy and a rising star in the branding firmament . Extensive teaching aids accompany the book . In co-operation with Oxford Learning Lab, on-line streamed video supports this book
1. Why it is important to create powerful brands 2. Understanding the branding process 3. How consumers choose brands 4. How consumer brands satisfy social and psychological needs 5. Business to business branding 6. Service brands 7. Retailer issues in branding 8. Brands on the internet 9. How powerful brands beat competitors 10. The challenge of developing and sustaining added values 11. Brand planning 12. Brand evaluation
de Chernatony, Leslie.
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
Dr. Elaine Wallace, BComm, MBS, MII Grad, Ph.D. Dr. Elaine Wallace is a Lecturer in Marketing in the J.E. Cairnes School of Business & Economics at the National University of Ireland, Galway, Ireland. Having graduated with an honours degree in Commerce, Elaine spent seven years in marketing roles within Unilever, Glaxo SmithKline, Siemens and Boots Healthcare. She has worked as a lecturer at NUI Galway since 2000. Elaine has developed and lectures on programmes in Brand Management and Branding Strategy, at undergraduate and postgraduate level. She also teaches Introductory Marketing, Consumer Behaviour, Services Marketing, and a number of Executive Education courses in Marketing. She completed her doctorate at the University of Birmingham, working with Professor de Chernatony and the Centre for Research in Brand Marketing. Her research focused on the relationship between the front line employee and the service brand. Specifically it examined the components of front line performance and the antecedents of brand Championship. With Professor de Chernatony, Elaine has published in international journals and presented at a number of international conferences. Her research area is Brand Marketing, and she is currently also involved in a number of interdisciplinary research projects.