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Brand Strength

- Building and Testing Models Based on Experiential Information

Bag om Brand Strength

Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783824479597
  • Indbinding:
  • Paperback
  • Sideantal:
  • 309
  • Udgivet:
  • 29. januar 2004
  • Udgave:
  • 12004
  • Størrelse:
  • 210x148x17 mm.
  • Vægt:
  • 425 g.
  • 8-11 hverdage.
  • 5. december 2024

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- Rabat på køb af fysiske bøger
- 1 valgfrit digitalt ugeblad
- 20 timers lytning og læsning
- Adgang til 70.000+ titler
- Ingen binding

Abonnementet koster 75 kr./md.
Ingen binding og kan opsiges når som helst.

Beskrivelse af Brand Strength

Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.

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