Full Product Details
Author: Erik Kostelijk (Amsterdam University of Applied Sciences, Netherlands) ,
Karel Jan Alsem (Hanze University of Applied Sciences, The Netherlands)
Publisher: Taylor & Francis Ltd
Imprint: Routledge
Weight: 0.521kg
ISBN: 9780367250195
ISBN 10: 0367250195
Pages: 254
Publication Date: 06 February 2020
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
Karel Jan Alsem and Erik Kostelijk make an admirable attempt to clarify the subject of brand positioning. They have succeeded, without falling into the currently loved usage of simplistic language.... A must for every marketer who wants to delve deeply into the topic of brand positioning. - Max Kohnstamm, jury member of `The Best Dutch Marketing Book of the Year'
Karel Jan Alsem and Erik Kostelijk make an admirable attempt to clarify the subject of brand positioning. They have succeeded, without falling into the currently loved usage of simplistic language.... A must for every marketer who wants to delve deeply into the topic of brand positioning. - Max Kohnstamm, jury member of 'The Best Dutch Marketing Book of the Year'
Karel Jan Alsem and Erik Kostelijk make an admirable attempt to clarify the subject of brand positioning. They have succeeded, without falling into the currently loved usage of simplistic language.... A must for every marketer who wants to delve deeply into the topic of brand positioning. - Max Kohnstamm, jury member of 'The Best Dutch Marketing Book of the Year' A helpful book for students in higher education. Brand Positioning combines many practical guidelines with a selection of state-of-the-art theory about branding and positioning. Combined with the many cases it contributes, this book helps students to understand and evaluate branding and positioning in an approachable way. - Bernice Spijker, Marketing Lecturer at Hanzehogeschool (University of Applied Sciences), Netherlands
Author Information
Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, the Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding. Karel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, the Netherlands, and is Lecturer in Marketing at the University of Groningen, the Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including Applied Strategic Marketing (Routledge, 2019).
