Product Description
by Christopher L. Myers (Editor)
Through a collection of curated readings and narratives written by practitioners in the field, Brand Marketing introduces readers to crucial aspects of modern-day marketing and decision-making. In sharing real-world stories and examples from veteran marketers, readers are invited to benefit from their vast knowledge and experiences, including successes as well as situations that did not go as planned but provided learning opportunities and future breakthroughs.
The text addresses a broad spectrum of marketing topics from the basics of SWOT analysis to nuanced discussions of global branding and sustainability in marketing. It presents insights into the dynamic global economy, strategies employed by major companies like Apple, the evolution of product development, segmentation, and critical marketing tools such as AI and CRM. It discusses supply chain management's influence on branding, pricing strategies, and the future of retail considering current market trends.
Brand Marketing is suitable for courses in marketing principles, strategic marketing, and brand management. The topics discussed within the text make it a meaningful resource for students who aim to understand the multi-faceted marketing landscape as shaped by seasoned professionals and contemporary case studies.
