Strategic Brand Management for Small Businesses

Building, Growing, and Sustaining a Brand

Inbunden, Engelska, 2025

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font-family: 'Times New Roman',serif; mso-fareast-font-family: 'Times New Roman'; mso-ligatures: none;">With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products. Therefore, effective brand management is dependent upon the business growing its brand into a strong brand.

Produktinformation

Utgivningsdatum2025-05-31
Mått155 x 235 x 21 mm
Vikt580 g
FormatInbunden
SpråkEngelska
SerieClassroom Companion: Business
Antal sidor263
FörlagSpringer International Publishing AG
ISBN9783031903823

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Walter Wymer is a Professor of Marketing at the Dhillon School of Business, University of Lethbridge, Canada. His scholarly work includes books, scientific journal publications, and presentations at academic conferences. His primary areas of research include nonprofit marketing, social marketing, brand strength/loyalty, and scale development. Secondary areas include history of marketing thought, macromarketing, and corporate social responsibility. He has served in various editorial positions for scholarly journals, including the European Journal of Marketing, Journal of Nonprofit & Public Sector Marketing, International Review of Nonprofit & Public Sector Marketing, Health Marketing Quarterly, Journal of Social Marketing, and the Journal for the Advancement of Marketing Eduction.

Chapter 1:Introduction.- Chapter 2:Conceptual Foundations.-Chapter 3:The Brands Identity.- Chapter4: Managing the Brand Experience.- Chapter5: Strategic Brand Management.- Chapter6: Funding Marketing.- Chapter7: Brand Remarkability Analysis and PlanningChapter8: Communication and Memory Concepts.- Chapter9: Developing an Annual Communications PlanChapter10: Brand Promotion on Social Networks and Media Platforms.