商品簡介
International contributors in marketing, social psychology, tourism, and management examine the processes involved in building and managing brands for gaining long-term sustainable competitive advantage. Each chapter begins with an abstract, and some include their own appendices. Chapters are grouped in sections on branding and sustainable competitive advantage, strategic branding decisions, consumers and brands, and the digital and virtual world. Some specific topics include strong brands as a source of competitive advantage in the virtual world, key issues in destination branding, branding strategies for digital TV channels, and branding in Indian politics. Other subjects investigated include managing consumer-centric brands, e-branding and institutional web sites, and branding a yoga guru in India. The book's two-column format includes b&w summary charts and process charts. The editors teach marketing at MDI, Gurgaon, India. Annotation c2012 Book News, Inc., Portland, OR (booknews.com)
