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Strategic Brand Management 9780273737872
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Caractéristiques
AuteurRichard Rosenbaum-Elliott, Larry Percy
ConditieGelezen
Productnummer (ISBN)9780273737872
Description
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Titel: Strategic Brand Management
Auteur: Richard Rosenbaum-Elliott, Larry Percy
ISBN: 9780273737872
Conditie: Goed
Develop your students' brand management skills with practical insights from the industryStrategic Brand Management, 2nd edition, equips your students with the tools and knowledge to implement successful brand strategy. With activities to guide their learning, the text teaches your students to make business decisions like real managers.
Keller, Strategic Brand Management 2e 'Over the last 25 years , hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.' John Murphy, founder of Interbrand (www.interbrand.com) Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. New to this edition
Titel: Strategic Brand Management
Auteur: Richard Rosenbaum-Elliott, Larry Percy
ISBN: 9780273737872
Conditie: Goed
Develop your students' brand management skills with practical insights from the industryStrategic Brand Management, 2nd edition, equips your students with the tools and knowledge to implement successful brand strategy. With activities to guide their learning, the text teaches your students to make business decisions like real managers.
Keller, Strategic Brand Management 2e 'Over the last 25 years , hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.' John Murphy, founder of Interbrand (www.interbrand.com) Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. New to this edition
- New ‘Brand Briefing’ case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin
- New online resources including more multiple choice questions to help you assess your progress
- More coverage of channel management and B2B research on brands
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