The brand marketing book: creating, managing and extending the value of your brand

Brand Marketing * What Are the Five Myths of Today's Marketing? * Are Distinctive New Products and Services Possible? * Brand Proliferation and the Retailing System * Sales Promotion and Retail Brand Availability * The Changing Role of Advertising * Consumer Brand Loyalty Versus Brand Acceptance * Corporate Culture and Contemporary Marketing Practice * Integrated Marketing * Competition Creates New Value for Consumers * Internal Strategies for Corporate Growth * Value Creation Strategies for Corporate Growth * Resolving the Dilemma of Marketing