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Brand Positioning Connecting Marketing Strategy And Communications By Erik Kosteljik And Karel Jan Alsem New Release For The 2026/2027 Academic Year
Master the art of brand positioning with this essential textbook by Erik Kostelik and Karel Jan Alsem. This comprehensive guide bridges the gap between marketing strategy, branding, and communications, offering a practical approach to analyzing and developing effective positioning strategies. Translated from a renowned Dutch original, it provides step-by-step instructions combining academic theory with operational tools, international case studies, and exercises. Ideal for advanced undergraduate and postgraduate students in marketing strategy and consumer behavior, as well as professionals seeking to enhance their company's brand identity and image.
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