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Brand Management

Editor

Listed:
  • Frantisek Pollak
  • Peter Markovic

Abstract

Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and "living" the brand.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Frantisek Pollak & Peter Markovic (ed.), 2022. "Brand Management," Books, IntechOpen, number 7627, January-J.
    • Handle: RePEc:ito:pbooks:7627
    DOI: 10.5772/intechopen.96845
    as

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    File URL: https://www.intechopen.com/books/7627
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    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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