{"product_id":"brand-positioning-connecting-marketing-strategy-and-communications-paperback","title":"Brand Positioning: Connecting Marketing Strategy and Communications - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eErik Kostelijk\u003c\/b\u003e (Author), \u003cb\u003eKarel Jan Alsem\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cem\u003eBrand Positioning\u003c\/em\u003e is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning strategy.\u003c\/p\u003e\u003cp\u003eDivided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises.\u003c\/p\u003e\u003cp\u003eThis textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company's brand.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eErik Kostelijk\u003c\/strong\u003e is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, the Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding.\u003c\/p\u003e\u003cp\u003eKarel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, the Netherlands, and is Lecturer in Marketing at the University of Groningen, the Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including \u003ci\u003eApplied Strategic Marketing\u003c\/i\u003e (Routledge, 2019).\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 254\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.5 x 9.6 x 6.8 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e February 06, 2020\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":45663417565381,"sku":"9780367250195","price":93.94,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0757\/6718\/5605\/files\/RzVRRWlLd0Z2MC9xb1hxSTc1UEU0UT09.webp?v=1768959782","url":"https:\/\/selloorium.com\/products\/brand-positioning-connecting-marketing-strategy-and-communications-paperback","provider":"Selloorium","version":"1.0","type":"link"}