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Product & Brand Management for Consumer Markets

Опубликовано на портале: 24-10-2003
Дисциплина: Product & Brand Management for Consumer Markets
Год: 2002
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

The study of product and brand management is seen as a crucial area in marketing strategy because they are amongst the most valuable assets a company can have in today’s highly competitive marketplace. An understanding of the psychological aspects of consumers’ awareness, preference, and loyalty to brands is vital in developing strategies for long-term company growth. This course will provide appropriate theories, models and other tools on which to make better product and branding decisions. Particular emphasis will be placed on decision-making by consumers between brands and products, developing critical skills in building the product portfolio, measuring brand performance, and developing, implementing, and monitoring brand equity strategies. This course is based upon the premise that the ultimate consumer is the key to success of many marketing efforts and hence marketers need to know how to manage their brands and products within these consumer markets.


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