7 Branding and digitalization

Kapitel in diesem Buch

1. Frontmatter I
2. Preface V
3. Contents VII
4. Part One: Strategic retail management
5. An overview of strategic retail management 1
6. 1 Strategic retail management 5
7. 2 Marketing mix in retailing 139
8. 3 E-commerce, E-tailing, and digitalization 255
9. Part Two: Brand management
10. An overview of Brand Management 295
11. 4 Strategic brand management 297
12. 5 Branding decisions 359
13. 6 Brand communication 367
14. 7 Branding and digitalization 407
15. List of References 419
16. List of Figures 437
17. List of Tables 439
18. Index 441