Strategic Brand Management: A European Perspective

4,03 durchschnittliche Bewertung
( 283 Bewertungen bei Goodreads )
 
9780273737872: Strategic Brand Management: A European Perspective

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

From the Back Cover:

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions—and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

About the Author:

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Dr Tony Aperia is Visiting Professor at Jonkoping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field. Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Neu kaufen Angebot ansehen

Versand: Gratis
Innerhalb Deutschland

Versandziele, Kosten & Dauer

In den Warenkorb

Beste Suchergebnisse beim ZVAB

1.

Kevin Lane Keller
Verlag: Financial Times Prent. Dez 2012 (2012)
ISBN 10: 0273737872 ISBN 13: 9780273737872
Neu Taschenbuch Anzahl: 1
Anbieter
AHA-BUCH GmbH
(Einbeck, Deutschland)
Bewertung
[?]

Buchbeschreibung Financial Times Prent. Dez 2012, 2012. Taschenbuch. Buchzustand: Neu. Neuware - 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. 940 pp. Englisch. Artikel-Nr. 9780273737872

Weitere Informationen zu diesem Verkäufer | Frage an den Anbieter

Neu kaufen
EUR 84,78
Währung umrechnen

In den Warenkorb

Versand: Gratis
Innerhalb Deutschland
Versandziele, Kosten & Dauer