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Brand positioning : connecting marketing strategy and communications /

Kostelijk, Erik, author.

Brand positioning : connecting marketing strategy and communications / Erik Kostelijk and Karel Jan Alsem. - London; New York, New York : Routledge, c2020. - vii, 254 pages : illustrations ; 25 cm

Includes bibliographical references and index.

Part I : Foundations
Part II : The creation of the brand positioning strategy
Part III : The implementation of the brand positioning strategy

In English text.

ISBN: 9780367250195

Subjects--Topical Terms:
Branding (Marketing).
Strategic planning.

LC Class. No.: HF 5415.1255 / K67 2020

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