Jon Miller und David Muir
Genre:Vertriebsmanagement
Buchsprache:Englisch
Typ:PDFbuch
Herausgeber:John Wiley & Sons Limited
Veröffentlichungsdatum:09.12.2022
Preis:$76.67
Ansichten:46
This is not a how to book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the worlds largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions – such as acting as a source of trust or a predictor of quality.