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Cluster Branding and Marketing
Last eBook Edition: 2013

This handbook seeks to illustrate how brand building and strategic marketing management can be used by cluster organisations and their main stakeholders, and how these activities are an integral part of cluster development. (From Author)

eBook Contents

Introduction - clusters and their marketing and branding needs - Why cluster branding and marketing? - Branding and marketing: definitions, principles and challenges - The branding strategy process - Brand architecture and co-branding - In search of distinctiveness: Strategic brand positioning and naming strategies - Tools and activities for cluster branding and marketing

eBook License: Copyrighted (Personal Use Only from Tendensor)

Free PDF eBook - 2.25 Mb - 106 Pages