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Creating Powerful Brands

ISBN-10: 1856178498
ISBN-13: 9781856178495
Edition: 4th 2011 (Revised)
List price: $38.99 Buy it from $21.73
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Book details

List price: $38.99
Edition: 4th
Copyright year: 2011
Publisher: Taylor & Francis Group
Publication date: 9/29/2010
Binding: Paperback
Pages: 496
Size: 7.50" wide x 9.00" long x 1.00" tall
Weight: 2.090
Language: English

Dr. Elaine Wallace, BComm, MBS, MII Grad, Ph.D. Dr. Elaine Wallace is a Lecturer in Marketing in the J.E. Cairnes School of Business & Economics at the National University of Ireland, Galway, Ireland. Having graduated with an honours degree in Commerce, Elaine spent seven years in marketing roles within Unilever, Glaxo SmithKline, Siemens and Boots Healthcare. She has worked as a lecturer at NUI Galway since 2000. Elaine has developed and lectures on programmes in Brand Management and Branding Strategy, at undergraduate and postgraduate level. She also teaches Introductory Marketing, Consumer Behaviour, Services Marketing, and a number of Executive Education courses in Marketing. She completed her doctorate at the University of Birmingham, working with Professor de Chernatony and the Centre for Research in Brand Marketing. Her research focused on the relationship between the front line employee and the service brand. Specifically it examined the components of front line performance and the antecedents of brand Championship. With Professor de Chernatony, Elaine has published in international journals and presented at a number of international conferences. Her research area is Brand Marketing, and she is currently also involved in a number of interdisciplinary research projects.

Why it is important to create powerful brands
Understanding the branding process
How consumers choose brands
How consumer brands satisfy social and psychological needs
Business to business branding
Service brands
Retailer issues in branding
Brands on the internet
How powerful brands beat competitors
The challenge of developing and sustaining added values
Brand planning
Brand evaluation

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