Branding and sustainable competitive advantage building virtual presence /

• Corporate Author: IGI Global.
• Other Authors: Kapoor, Avinash., Kulshretha, Chinmaya, 1976-
• Format: Electronic
• Language: English
• Published: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), 2011.
• Subjects: Branding (Marketing); Brand name products > Management.; Product management.; Brand building; Brand identity; Brand image; Brand life cycle and strategy; Brand revitalization; Sustainable competitive advantage; eBranding; Strategic branding decisions
• Online Access: Chapter PDFs via platform:
• Physical Description: electronic texts (247 p.) : digital files.; Also available in print.
• Format: Mode of access: World Wide Web.
• Bibliography: Includes bibliographical references.
• ISBN: 9781613501726 (ebook)
• Access: Restricted to subscribers or individual electronic text purchasers.

"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher.