Strategic Marketing Management

Edition

3rd Edition

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0 7506 5938 6

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CREATING BRAND EQUITY

Edition

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Marketing management

Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.”When eBay recognized that people were unable to locate some of the items they desired most, it created an online auction clearinghouse. When IKEA noticed that people wanted good furnishings at substantially lower prices, it created knockdown …

BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This p…

BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This…