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Creating and managing brands is one of the central issues in contemporary management. As the world becomes increasingly awash with the dominance of supply over demand in so many markets, it has become ever more important to give products individuality and distinctiveness. Branding is one of the best ways businesses have devised for doing this. This book explains the central concepts in branding and brand value management with case studies and examples from around the world. How do managers cope with branding in the age of artificial intelligence (AI) and the need for sustainable management? How can emergent technology be used to add value to existing brands and help innovate new ones? What new ideas are helping to shape our conceptions of what a brand is or can be? Practitioners and academics alike will find much to stimulate and inform them in the book's chapters.
This book is included in DOAB.
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Keywords
- Direct marketing
- Mail order marketing
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing
Links
DOI: 10.5772/intechopen.1008125Editions