Contemporary Brand Management
Book Details
Format
Paperback / Softback
ISBN-10
1452242879
ISBN-13
9781452242873
Publisher
SAGE Publications Inc
Imprint
SAGE Publications Inc
Country of Manufacture
US
Country of Publication
GB
Publication Date
Mar 13th, 2014
Print length
272 Pages
Weight
422 grams
Dimensions
23.10 x 18.70 x 1.00 cms
Product Classification:
Sales & marketing
Ksh 20,500.00
Manufactured on Demand
Delivery in 29 days
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This new text covers the principles of brand management and strategy, succintly following a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm's brand portfolio.
Written by experts on branding and consumer behavior, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to the growth of brand equity and value, to brand extension and the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.
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