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Brand Management
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Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and “living” the brand.
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Keywords
- Business & management
- Customer services
- Economics, finance, business & management
- Sales & marketing
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSU Customer services
Links
DOI: 10.5772/intechopen.96845Editions