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dc.contributor.authorGrębosz, Magdalena
dc.contributor.editorScientific Editor of the Division : Lewandowski, Jerzypl_PL
dc.date.accessioned2018-10-17T08:11:03Z
dc.date.available2018-10-17T08:11:03Z
dc.date.issued2008
dc.identifier.citationGrębosz M., Brand management., Wydawnictwo Politechniki Łódzkiej, Łódź 2008, ISBN 978-83-7283-289-4.
dc.identifier.isbn978-83-7283-289-4
dc.identifier.otherid skryba-crisppl_PL
dc.identifier.urihttp://hdl.handle.net/11652/2008
dc.description.abstractNowadays, the problems of brand management, strategy, and promotion are an extremely relevant issue. A strong brand constitutes a basic competitive advantage and is one of the factors ensuring the success of a company. Brand management has become an indispensable element of business activity, and the brand itself - an effective marketing tool. Formulating a brand strategy and selecting methods of its promotion depend to a great degree on the type and size of the market on which a company operates. An effective brand must reach consumers and be accepted by them. The creation of a brand with a strong personality is the first step to success. The next step is brand promotion with the use of all communication means such as advertising, public relations, point-of-sale promotion, organization of brand events, sponsoring, or promotion by company personnel. All of these elements allow for establishing and conducting a dialogue with consumers by means of an appropriately prepared process of communication. Successful branding adds customer value and can provide protection from price competition and pressures towards commoditization. The purpose of this book is to introduce you to the theory and practice of branding. This book aims to be concise, returning to and examining the core foundations of branding. The book has necessarily been divided into a number of chapters in order to provide some form of structure. I owe special thanks to prof. dr hab. Tomasz Domanski and dr hab. Jacek Otto, prof. PL, who revised this book.en_EN
dc.language.isoenen_EN
dc.publisherWydawnictwo Politechniki Łódzkiejpl_PL
dc.publisherLodz University of Technology. Pressen_EN
dc.subjectzarządzanie markąpl_PL
dc.subjectnarzędzia marketingowepl_PL
dc.subjectstrategia markipl_PL
dc.subjectaktywność biznesowapl_PL
dc.subjectpromocjapl_PL
dc.subjectzarządzanie produktempl_PL
dc.subjectbrand managementen_EN
dc.subjectmarketing toolen_EN
dc.subjectbrand strategyen_EN
dc.subjectbusiness activityen_EN
dc.subjectpromotionen_EN
dc.subjectproduct managementen_EN
dc.titleBrand managementpl_PL
dc.typeKsiążkapl_PL
dc.typebooken_EN
dc.contributor.reviewerDomański, Tomaszpl_PL
dc.contributor.reviewerOtto, Jacekpl_PL


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