Strategic Brand Management
3e édition 2007
The concept of brand equity is the main focus of this book—and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands.
By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future.
I Opening Perspectives
II Identifying and Establishing Brand Positioning and Values
III Planning and Implementing Brand Marketing Programs
IV Measuring and Interpreting Brand Performance.
V Growing and Sustaining Brand Equity
VI Closing Perspectives
Support Livre broché
Nb de pages 720 p.
GTIN13 (EAN13) 9780132336222
Date de publication du format 03 décembre 2007
Nb de pages 720
Prix 84,48 €
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