Name: Brand Management: An Introduction Through Storytelling
Brand: Macmillan
SKU: 9783030661182
Price: 5228.0 INR
Availability: InStock

Brand Management: An Introduction Through Storytelling

by Mogaji , Emmanuel

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ISBN13: 9783030661182
Binding: Paperback
Subject: Business Management
Publisher: Macmillan
Publisher Imprint: Palgr Mac
Publication Date: June 7, 2021
Pages: 266
Original Price: EUR 74.99
Language: English
Edition: N/A
Item Weight: 490 grams
BISAC Subject(s): Marketing / General

About The Book

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

About The Author

Dr Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. Emmanuel's primary areas of interest are ABCDE of Marketing Communications - Advertising, Branding, Communications, Digital and Ethics. He has studied attitude towards brands and advertisement through various media such as print and social. He has published peer-reviewed journal articles and book chapters and presented his works in a large number of national and international conferences.

He is a Fellow of the Higher Education Academy (HEA), which demonstrates his teaching philosophy and commitment to encouraging experiential learning. He believes in giving students the opportunity to learn by doing, to think outside the box and to challenge norms. This process critically engages students in real-life applications of what they have learnt.

Emmanuel has previously worked as a marketing communication executive, responsible for creative designs and managing marketing campaigns, liaising and building relationships with a range of stakeholders.

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