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Zag: The #1 Strategy of High-Performance Brands, 2006, New Riders Press: A book offering a framework for brand differentiation The Designful Company: How to Build a Culture of Nonstop Innovation , 2008, New Riders Press : A book about branding and creative collaboration for corporate leaders
To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. [7] In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning .
His first book, The Millionaire Real Estate Agent, was co-authored with Dave Jenks and Jay Papasan and released in 2004. [13] The book made the best-seller list on BusinessWeek. [14] He co-authored a second book, The Millionaire Real Estate Investor, in 2005 along with Papasan and Jenks. [15] This book became a New York Times best-seller. [16]
Kevin Lane Keller (born June 23, 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.He is most notable for having authored Strategic Brand Management (Prentice Hall, 1998, 2002, 2008 and 2012), a widely used text on brand management.
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
Direct from Dell: Strategies that Revolutionized an Industry [12] Dell, Michael: Dell: 2000 Father, Son & Co.: My Life at IBM and Beyond: Watson, Jr., Thomas J. IBM: 2000 (reprint) Pour Your Heart into It : How Starbucks Built a Company One Cup at a Time: Schultz, Howard: Starbucks: 1999 Work in Progress [13] Eisner, Michael: The Walt Disney ...
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Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company."