HyRead ebook 北區技專校院教學資源中心圖書館-Secrets of success in brand licensing

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Secrets of success in brand licensing

點閱：178
作者：by Andrew Levy and Judy Bartkowiak
出版年：c2011.
出版社：Andrews UK Limited
出版地：[Luton, England]
ISBN：978-1-908218-97-1 ; 1-908218-97-5

北區技專校院教學資源中心

可借 3 冊

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簡介

Secrets of $uccess in Brand Licensing is written by Brand Licensing Industry experts, Andrew Levy and Judy Bartkowiak who share their years of practical experience and contacts worldwide to bring you the inside story on todays successful brand licensing campaigns.

章節

Cover(p.navPoint-1)
Contents(p.navPoint-2)
Front Matter(p.navPoint-3)
- Title Page(p.navPoint-3)
- Publisher Information(p.navPoint-5)
- Foreword(p.navPoint-6)
- Preface(p.navPoint-7)
- About the Authors(p.navPoint-8)
- Acknowledgements(p.navPoint-9)
Part1: Marketing(p.navPoint-10)
- Introduction To Marketing(p.navPoint-10)
- The Marketing Mix(p.navPoint-12)
- Market Segmentation(p.navPoint-13)
- Brands and Brand Extension(p.navPoint-14)
- Brand Licensing(p.navPoint-15)
Part2: The Key Players(p.navPoint-16)
- The Licensor(p.navPoint-16)
- The Licensing Agent(p.navPoint-18)
- The Licensee(p.navPoint-19)
- Retail(p.navPoint-20)
Part3: Successful Licensing Programmes(p.navPoint-21)
- Design(p.navPoint-21)
- Entertainment(p.navPoint-25)
- Celebrity(p.navPoint-28)
- Sport(p.navPoint-31)
- Toys(p.navPoint-34)
- Publishing(p.navPoint-35)
- Institution / Charity(p.navPoint-40)
Part4: Marketing Tools(p.navPoint-43)
- Consumer Insight (Market Research)(p.navPoint-43)
- PR (Public Relations)(p.navPoint-45)
- Sponsorship(p.navPoint-46)
- Sales Promotions(p.navPoint-47)
- Advertising and Social Media(p.navPoint-48)
- Trade Shows & Sources of Information(p.navPoint-50)
Part5: Financial and Legal Tools(p.navPoint-55)
- Brand Valuation(p.navPoint-55)
- Royalties(p.navPoint-57)
- IP / Legal(p.navPoint-58)
- Anti-Counterfeit(p.navPoint-59)
End Matter(p.navPoint-60)
- Glossary(p.navPoint-60)
- Bibliography(p.navPoint-62)
- Also Available(p.navPoint-63)