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Coordinating Advertising Strategy, Branding, and Positioning

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0012
Subject:
Business and Management, Marketing

This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and ... More


Measuring and Building Brand Equity

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0019
Subject:
Business and Management, Marketing

This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity ... More


Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Sharan Jagpal and Shireen Jagpal

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.001.0001
Subject:
Business and Management, Marketing

This book shows how to fuse marketing, finance, and other disciplines to improve performance for the corporation or organization. Specifically, it shows decision makers at different levels in the ... More


Bundling

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0009
Subject:
Business and Management, Marketing

This chapter shows how the firm can use marketing-finance fusion to choose bundling strategies to increase its performance. Topics covered include: how to price interdependent products, how and when ... More


GREEN'S IMPACT

David O. Brink

in Perfectionism and the Common Good: Themes in the Philosophy of T. H. Green

Published in print:
2003
Published Online:
April 2004
ISBN:
9780199266401
eISBN:
9780191600906
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/0199266409.003.0027
Subject:
Philosophy, History of Philosophy

This chapter discusses the impact of Green's views on his contemporaries and subsequent generations of philosophers. Green's metaphysical and ethical views were sympathetically received and developed ... More


Positioning and Branding

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0007
Subject:
Business and Management, Marketing

This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally ... More


The Practice of Management—Marketing

John F. Wilson and Andrew Thomson

in The Making of Modern Management: British Management in Historical Perspective

Published in print:
2006
Published Online:
September 2007
ISBN:
9780199261581
eISBN:
9780191718588
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199261581.003.0010
Subject:
Business and Management, Business History

Marketing is a key area for developing economies of scale and scope. This chapter focuses on the Coasian argument about the nature of transaction costs, with British industry tending to look to ... More


Branding Challenges and Opportunities

Chekitan S. Dev

in Hospitality Branding

Published in print:
2012
Published Online:
August 2016
ISBN:
9780801452031
eISBN:
9780801465703
Item type:
chapter
Publisher:
Cornell University Press
DOI:
10.7591/cornell/9780801452031.003.0002
Subject:
Business and Management, Marketing

This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level ... More


Fashion Retail

Christel Lane and Jocelyn Probert

in National Capitalisms, Global Production Networks: Fashioning the Value Chain in the UK, US, and Germany

Published in print:
2009
Published Online:
May 2009
ISBN:
9780199214815
eISBN:
9780191721779
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199214815.003.0004
Subject:
Business and Management, International Business, Political Economy

This chapter provides an investigation of the following questions: why power passed from producers to retailers; how retailers utilize their dominance in the chain; and whether this imbalance of ... More


Emergence of brand consciousness

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0004
Subject:
Society and Culture, Media Studies

This chapter builds on the previous chapter and places more emphasis on the concept of the ‘brand’ and how children become aware of it. We know that as children pass through different stages of ... More


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