Brand Management: Strategy, Positioning, and Marketing in the Digital Age

Marketing

ISBN:

978-1-952023-85-9

Brand Management: Strategy, Positioning, and Marketing in the Digital Age

Eric Schulz, MBA

Artificial intelligence, marketing automation, and digital marketing tools help marketers reach consumers more effectively than ever before. There’s a lot to understand in this new, high-tech environment, and this book is designed to help students make sense of digital marketing innovation to create a blueprint for developing and executing successful marketing plans in this digital-first world.

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Chapter 1: Introduction to Product and Brand Management Chapter 2: Mission Statements and Operating Charters Chapter 3: Consumer and Marketplace Insights Chapter 4: Branding Chapter 5: Brand Positioning Chapter 6: Branding Principles for Innovation and Entrepreneurial Ventures, Part 1 Chapter 7: Branding Principles for Innovation and Entrepreneurial Ventures, Part 2 Chapter 8: Pricing Strategies through the Product Life Cycle Chapter 9: Life Currencies Chapter 10: Marketing in Micro-Moments Chapter 11: Digital Marketing Chapter 12: Consumer Promotions Chapter 13: Public Relations Chapter 14: Digital Advertising Chapter 15: The Strategic Marketing Plan Chapter 16: Marketing Metrics Chapter 17: Partnerships, Sponsorships, and Events Chapter 18: Product Mix, Distribution, and Merchandising Chapter 19: Powerful Packaging Chapter 20: Effective Job Interviewing Skills Chapter 21: Licensing Chapter 22: Trade Promotions Chapter 23: Customer Experience Management Chapter 24: Building the Bridge of Trust

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