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Contemporary Brand Management
Johny K. JohanssonKurt A. Carlson
出版SAGE Publications, 2014-01-17
主題Business & Economics / General
ISBN14833229479781483322940
URLhttp://books.google.com.hk/books?id=UUgXBAAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋Written by experts on global marketing, 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 brand extension and the creation of a global brand, to 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.