Branding and sustainable competitive advantage : building virtual presence / Avinash Kapoor and Chinmaya Kulshretha, editors.
"Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in con...
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| Other Authors: | , |
| Format: | Ebook |
| Language: | English |
| Published: |
Hershey, PA :
Business Science Reference,
c2012.
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| Subjects: | |
| Online Access: | IGI Global e-Book Collection |
| Summary: | "Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in consumers’ minds cannot.Branding and Sustainable Competitive Advantage: Building Virtual Presence explores the processes involved in managing brands for long-term sustainable competitive advantage. Managers, professionals, and researchers will better understand the importance of consumers’ perceptions in brand management, gain insight into the interface of positioning and branding, learn about the management of brands over time and in digital and virtual worlds, be able to name new products and brand extensions, and discover how marketers develop and apply strategies to position their brands."--Publisher's website. |
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| Physical Description: | 1 electronic document (.) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 1283309092 146660574X 1613501722 9781283309097 9781466605749 9781613501726 |