Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand by Wymer, Walter

Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand (Hardcover) (ISBN-13: 9783031903823)

Vendor: Walter Wymer
Product type: Books
Format: Hardcover
$119.99
$119.99
$119.99
Subtotal: $119.99
Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand by Wymer, Walter

Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand

$119.99
Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand by Wymer, Walter

Strategic Brand Management for Small Businesses: Building, Growing, and Sustaining a Brand

$119.99
Format: Hardcover
Description
Description
x
With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products. Therefore, effective brand management is dependent upon the business growing its brand into a strong brand. This comprehensive textbook helps students to navigate the dynamic world of branding for small and medium sized enterprises. It provides a strong conceptual and analytical foundation to brand management that can be applied to small business. It also addresses the unique challenges and opportunities that small businesses face in establishing, nurturing, and leveraging their brands for long-term success. Each chapter features learning objectives, vignettes, key terms, chapter discussion questions, and mini cases. To assist in teaching from this text, PowerPoint sides, test banks, sample syllabi, and sample student projects are available to professors and lecturers online. Written in a direct, accessible style for easy learning and understanding complex concepts and ideas, this book is ideal for advanced undergraduate and graduate course work as well as small to medium-sized business professionals.

Author: Walter Wymer
ISBN-10: 303190382X
ISBN-13: 9783031903823
Publisher: Springer
Language: English
Published: 05/31/2025
Pages: 263
Format: Hardcover
Weight: 1.25lbs
Size: 9.31h x 6.52w x 0.83d
By Walter Wymer
By Walter Wymer
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Walter Wymer is a Professor of Marketing at the Dhillon School of Business, University of Lethbridge, Canada. His scholarly work includes books, scientific journal publications, and presentations at academic conferences. His primary areas of research include nonprofit marketing, social marketing, brand strength/loyalty, and scale development. Secondary areas include history of marketing thought, macromarketing, and corporate social responsibility. He has served in various editorial positions for scholarly journals, including the European Journal of Marketing, Journal of Nonprofit & Public Sector Marketing, International Review of Nonprofit & Public Sector Marketing, Health Marketing Quarterly, Journal of Social Marketing, and the Journal for the Advancement of Marketing Eduction.

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