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Brand Management Strategies

Luxury and Mass Markets - Bundle Book + Studio Access Card

By (author) William D'Arienzo
Format: Mixed media product
Publisher: Bloomsbury Publishing PLC, London, United Kingdom
Imprint: Fairchild Books
Published: 3rd Nov 2016
Dimensions: w 175mm h 229mm d 33mm
Weight: 930g
ISBN-10: 1501318438
ISBN-13: 9781501318436
Barcode No: 9781501318436
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Synopsis
As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, and Target and non-fashion brands including Apple, Hyundai, Porsche, Ritz Carlton Hotels, and more - Brandstorming: Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activities STUDIO Resources - Study smarter with self-quizzes featuring scored results and personalized study tips - Review concepts with flashcards of terms and definitions Teaching Resources - Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and Test Bank with sample test questions for each chapter - PowerPoint (R) presentations include full color images from the book and provide a framework for lecture and discussion

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If I had the book prior to our launch, the road would have been easier to navigate! I heartily recommend you read it for global strategies, brand engagement and why the customer matters. -- Francois Dossa * CEO, Nissan Brazil * Brand Management Strategies: Luxury and Mass Markets by William D'Arienzo is one of the most interesting and informative books on branding I have read. From paper marketing to digital brand thinking, it's all here, in one place. -- Richard Shapiro * Founder and President, The Center for Client Retention * Professor D'Arienzo provides a comprehensive up-to-the-moment guided tour of the critical elements essential to brand management success in today's digitally-driven reality. The carefully chosen "Brandstorming" examples provided throughout masterfully bring the key insights to life. ...they provide the sort of true 'aha!' moments... that define a must-read. -- Larry DeParis * President, The Retail Marketing Society * Bill has developed a matrix that is a smart guideline for all brand leaders, large or small, who are looking to connect with their core customers and develop sustainable relationships. A must read. -- Robin Lewis * CEO/Founder, The Robin Report, Author, The New Rules of Retail * Brand Management Strategies: Luxury And Mass Markets is encyclopedic. If you care about managing a brand or want to learn about it, the topics you want are in this book. -- Richard Kestenbaum * Partner, Triangle Capital * The author's experience, both in industry and in teaching, is a strength of this book. Many books are written from only one of these perspectives and are missing key elements to make it both teachable and industry applicable. -- Melissa Abner, University of Central Missouri, US * Melissa Abner, University of Central Missouri, US * D'Arienzo's branding text book is a strong candidate for any marketing professor to consider (along with Kevin Keller's popular Strategic Brand Management, 2012) ... It is a detailed and thorough contribution, with many useful models, stories, and brief case studies. D'Arienzo is the CEO of branding consultancies Wm. D'Arienzo Associates, Inc. and ApparelAnalytics. He has worked with firms and brands including Ambrosetti, Burberry, and Brooks Brothers. * CHOICE *