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商品詳細
Strategic Brand Management for Small Businesses : Building, Growing, and Sustaining a Brand. 小企業のための戦略的ブランド管理
・ISBN 978-3-031-90382-3 hard EUR 109.99
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| 著者・編者 | Wymer, Walter, |
|---|---|
| シリーズ | Classroom Companion: Business |
| 出版社 | (Springer, GW) |
| 出版年月 | 2025.05 |
| ページ数 | 263 pp. |
| 言語 | ENG |
| ニュース番号 | ＜751-369 751-372＞ |
解説
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. This comprehensive textbook helps students to navigate the dynamic world of branding for small and medium sized enterprises. It provides a strong conceptual and analytical foundation to brand management that can be applied to small business. It also addresses the unique challenges and opportunities that small businesses face in establishing, nurturing, and leveraging their brands for long-term success.
Each chapter features learning objectives, vignettes, key terms, chapter discussion questions, and mini cases. To assist in teaching from this text, PowerPoint sides, test banks, sample syllabi, and sample student projects are available to professors and lecturers online.
Written in a direct, accessible style for easy learning and understanding complex concepts and ideas, this book is ideal for advanced undergraduate and graduate course work as well as small to medium-sized business professionals.