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Leslie de Chernatony

Creating Powerful Brands

★★★★★
★★★★★
€68.99
A01=Elaine Wallace
A01=Leslie de Chernatony
A01=Malcolm McDonald
Added Values
Author_Elaine Wallace
Author_Leslie de Chernatony
Author_Malcolm McDonald
Brand Equity
Brand Extension
Brand Scorecard
Brand Scores
Brand Selection
Brand Values
Brand's Competitive Advantage
Brand's Core Values
Brand's Website
Brand’s Competitive Advantage
Brand’s Core Values
Brand’s Website
building
business to business marketing
Category=KJS
choice
consumer behaviour theory
Counterfeit Brands
De Chernatony
digital marketing campaigns
East Coast USA
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
equity
extension
marketer
marketing strategy analysis
Online Brand
Online Brand Experience
parent
personality
Pop Stars
Private Label Brand
psychological needs brands
retail branding issues
Retail Brands
selection
service
Service Brands
SME Context
Store Brands
Strong Service Brands
successful
Successful Service Brands
undergraduate brand management textbook
USA
Young Men

Product details

  • ISBN 9781856178495
  • Weight: 950g
  • Dimensions: 191 x 235mm
  • Publication Date: 29 Sep 2010
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

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.

In this influential textbook, de Chernatony, McDonald & Wallace

• Summarise the latest thinking and best practice in the domain of branding

• Show how branding theories are implemented in practice with all new real marketing campaigns

• Bring the story up-to-date with a clear European focus

Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
About Elaine Wallace | Leslie de Chernatony | Malcolm McDonald
Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy. Malcolm McDonald is Emeritus Professor of Marketing at Cranfield University, UK Elaine Wallace is Lecturer in Marketing at the National University of Ireland, Galway