The Origin of a Product and Brand Value
AbstractThe monograph covers three topics. The first part, "Development and Definition of Marketing, the Basic Marketing Concepts, the Marketing Mix and the Origin of a Product: An Additional Element of the Marketing Mix," represents the developmental milestones of marketing and various definitions of marketing and continues to present the basic marketing concepts. As part of the Chapter discussing the marketing mix, the definition of the marketing mix, its elements and their characteristics are presented. The origin of a product is particularly noted as an additional element of the marketing mix. In the second part, "The Brand and the Perceived Brand Value through the Eyes of the Consumer," the definition of the brand, its significance for the user as well as for its owner and the balanced view of the brand are presented. In the monograph the field of the perceived brand value is presented from an external perspective, this mean how the perceived brand value seen through the eyes of the consumer. In the third part of the monograph titled "The Structural Model of Correlations between the Origin of a Product and the Brand Value" the theoretical findings are completed by the original structural model of the correlations between the origin of a product, the elements of the marketing mix and the perceived brand value. The correlation model is methodologically estimated for selected brand. The content of the monograph is based on the fact that the origin of a product has at least equally statistically significant impact on the perceived brand value as the selected elements of the marketing mix and reveals that the origin is an additional element of the marketing mix of a product.
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Bibliographic InfoThis book is provided by International School for Social and Business Studies, Celje, Slovenia in its series ISSBS Monographs with number 978-961-6813-18-1 and published in 2013.
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marketing; marketing mix; the origin of a product; brand; the perceived brand value;
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