PART. BUILDING . 4. STRONG BRANDS. Chapter. CREATING. 9. Brand Equity. In this chapter, we address the following questions:. What is a brand & how does branding work? What is brand equity? How is brand equity built, measured & managed?By zwi
Digital Marketing. Learning Outcomes. the impact of digital resources on marketing, the key structural characteristics & differences between digital resources, the evolution in focus of electronic & digital marketing from ‘channel push’ to ‘market pull’By aisha
E-Commerce. What is E-commerce?. Electronic commerce (e-commerce) A business transaction that occurs over a computer network. Sometimes called e-business. E-commerce Basics. Bricks-and-Mortars Business A company or business with a physical location. Clicks-and-Mortars BusinessBy evelia
Aktuelles. Aus: "Playing the Search-Engine Game" (The Wall Street Journal Europe, Friday/Saturday/Sunday, June 20-22, 2003, Seite R1 und R3) * Direct mailings and "unspecified" advertising are reduced. * Instead, Search-Engines are increasingly employed for marketingBy morley
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