author: mairead brady

... Brand mantras are designed with internal purposes in mind. A brand slogan is an external translation that attempts creatively to engage consumers. Here are the three key criteria for a brand mantra: 1 Communicate. A good brand mantra ...

This third European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds: A structure designed specifically to fit the way the course is taught in Europe.

Strengthen your understanding of the principles of marketing management with this bestselling text.

... analysis 3 Customer analysis 4 Competition analysis 5 Company strategic ... means of political , economic , socio - cultural , technological , legal and environmental profiling ( PESTLE ... means of entering new national markets are researched ...