Jump to ContentJump to Main Navigation

You are looking at 1-6 of 6 items

  • Keywords: brand management x
Clear All Modify Search

View:

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


Brand Strategies

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/9780801452031.003.0007
Subject:
Business and Management, Marketing

Adopting a market orientation means that a brand commits itself to satisfying customer needs over the long run. Such an orientation combines three main components: a customer orientation, through ... 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


Brand Equity

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/9780801452031.003.0009
Subject:
Business and Management, Marketing

This chapter examines brand equity in the hotel industry and demonstrates a method for measuring it. Developed under the trademarked name BrandTracker, this spreadsheet-based application converts ... More


The New and Improved Nation: How Culture Became Competitive

in Branding the Nation: The Global Business of National Identity

Published in print:
2013
Published Online:
September 2013
ISBN:
9780199752164
eISBN:
9780199363179
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199752164.003.0003
Subject:
Sociology, Culture

Chapter Two describes the political, economic, and cultural conditions through which the business of nation branding congealed. Starting with Spain’s tourism efforts after the demise of its ... More


Gender as Brand Management

Edith Sparks

in Boss Lady: How Three Women Entrepreneurs Built Successful Big Businesses in the Mid-Twentieth Century

Published in print:
2017
Published Online:
January 2018
ISBN:
9781469633022
eISBN:
9781469633046
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469633022.003.0005
Subject:
History, American History: 20th Century

Lewis, Beech and Rudkin positioned themselves in distinctly gendered ways relative to their products and their customers. For each one, their marketing messages changed over time, moving toward a ... More


View: