Brand Positioning: Connecting Marketing Strategy and Communications : Routledge : 9780367250195 : 0367250195 : 06 Feb 2020 : "Karel Jan Alsem and Erik Kostelijk make an admirable attempt to clarity the subject o brand positioning. They have succeeded, without falling into the currently loved usage of simplistic language A must for every marketer who wants to delve deeply into the topic of brand positioning."---Max Kohnstamm, jury member of "The Best Dutch Marketing Book of the Year" "A helpful book for students in higher education. Brand Positioning combines many practical guidelines with a selection of state-of-the-art theory about branding and positioning. Combined with the many cases it contributes, this book helps students to understand and evaluate branding and positioning in an approachable way."---Bernice Spijker, Marketing Lecturer at Hanzehogeschool (University of Applied Sciences), the Netherlands Brand Positioning is an English translation of an exceptionally well-renowned