01566nam a2200277Ia 4500 TVU_29564 210423s9999 xx 000 0 und d 1119308062 9781119308065 eng 658.827 P235 Park, C. Whan Brand admiration building a business people love C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich ; Foreword by Allen Weiss Hoboken, New Jersey Wiley 2016 xxii, 261 p. 22 cm Includes bibliographical references and index Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth Branding (Marketing); Strategic planning; Decision making C. Whan Park; Deborah J. MacInnis; Andreas B. Eisengerich; Foreword by Allen Weiss Trung tâm Học liệu Trường Đại học Trà Vinh