... are sometimes sold as hardbacks, paperbacks, audiotapes, and even CD‐ROMs. Information industry Marketing information Marketing strategy Marketing theory Product management Product strategy As the world’s economy enters the Information Age, all types of digital data become more important...

... behaviour Involvement Product strategy Brand management by its very nature requires a focus and concentration on every detail of a brand’s existence: its formulation, presentation, communication, competitive positioning, and reputation among both trade and consumers. A keen sense of the brand’s...

... as a tool for organizational learning. © MCB UP Limited 1996 Brand chartering Brand management Organizational learning Product strategy The process of building and sustaining brands is changing. Until the early 1990s, it was an activity primarily undertaken by junior brand managers...