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Brand Management: An Introduction Through Storytelling (in English)
Emmanuel Mogaji
(Author)
·
Palgrave MacMillan
· Paperback
Brand Management: An Introduction Through Storytelling (in English) - Mogaji, Emmanuel
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Synopsis "Brand Management: An Introduction Through Storytelling (in English)"
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Paperback.
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