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| Material Type: | Internet resource |
|---|---|
| Document Type: | Book, Internet Resource |
| All Authors / Contributors: |
Irving J Rein; et al |
| ISBN: | 0071456805 9780071456807 |
| OCLC Number: | 61295893 |
| Notes: | Rev. ed. of: High visibility / Irving Rein, Philip Kotler, Martin Stoller. 2nd ed. 1997. |
| Description: | xii, 366 p. : ill. ; 24 cm. |
| Contents: | Foundations of high visiblity marketing -- The branding proposition -- Commanding a high visibility premium -- How the high visibility industry works -- Distinguishing high visibility sectors and hierarchies -- Who are the high visibility consumers -- Strategies for achieving and sustaining -- Strategies for marketing high visibility -- Misconceptions of brand building -- The four steps of brand transformation -- Delivering the brand -- Publicizing the brand -- Sustaining the brand -- Managing brand identity in an ever-changing marketplace. |
| Responsibility: | by Irving Rein ... [et al.]. |
| More information: |
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