Power Brands: Measuring, Making, and Managing Brand Success - Hardcover

Riesenbeck, Hajo; Perrey, Jesko

 
9783527503902: Power Brands: Measuring, Making, and Managing Brand Success
Hardcover
ISBN 10: 3527503900 ISBN 13: 9783527503902
Verlag: Wiley-VCH Verlag GmbH & Co. KGaA, 2008

Inhaltsangabe

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.

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Über die Autorinnen und Autoren

Hajo Riesenbeck joined McKinsey & Company, Inc., in 1979 as a consultant in Dusseldorf. He was elected to Principal in 1985 and to Director in 1991. He advises international clients in the consumer goods, financial services, branded industrial products, retail, transportation, and chemicals industries. He is one of the leaders of McKinsey's global Marketing Practice. His books include Mega-Macht Marke (2004/2005), Marketing nach Maß (2007), and Power Brands: Measuring, Building, and Managing Brand Success (originally published in 2007, now in its second edition). He is also the author of numerous articles and speeches on marketing.
 
Jesko Perrey is a Partner of McKinsey & Company, Inc. and based in the Dusseldorf office, which he joined in 1999. He leads McKinsey's German Marketing & Sales Practice and serves clients in the consumer goods, retail, financial services, and logistics industries. The functional focus of his work is on branding and marketing spend effectiveness. His books include Mega-Macht Marke (2004/2005), Marketing nach Maß (2007), and Power Brands: Measuring, Building, and Managing Brand Success (originally published in 2007, now in its second edition). Mr. Perrey is also a sought-after speaker and contributor on a wide range of topics in brand management.


Hajo Riesenbeck ist Director im Düsseldorfer Büro von McKinsey & Company und einer der Leiter der McKinsey International Marketing Practice.
 
Dr. Jesko Perrey ist Partner im Düsseldorfer Büro von McKinsey & Company und Leiter der deutschen McKinsey Marketing Practice.

Aus dem Klappentext

Brand success can be managed
 
What distinguishes a brand-name product from no-name competitors? How can companies precisely measure the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics® concept from McKinsey.
 
Praise for the German edition:
"Drawing on a wealth of specific case studies, these branding specialists offer readers a set of systematically developed methods and tools for practical brand management."
Manager Magazin
 
"Two McKinsey consultants present insights and analyses from their own research and consulting engagements on the subject of Marketing. In typical McKinsey fashion, they attempt to lead this creativity- and instinct-driven business back to more rational and quantifiable variables."
Süddeutsche Zeitung
 
"Open, well illustrated, and thoughtful. This book gives branding specialists an opportunity to form a clear picture of the conceptual frameworks McKinsey applies in its work."
Harvard Business Manager
 

Hajo Riesenbeck is a director based in the Düsseldorf office of McKinsey & Company and a leader of McKinsey's international Marketing Practice.
Dr. Jesko Perrey is a partner based in the Düsseldorf office of McKinsey & Company and leader of the Branding & Marketing RoI functional core group of McKinsey's European Marketing Practice.

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Verlag
Wiley-VCH Verlag GmbH & Co. KGaA
Erscheinungsdatum
2008
Sprache
Englisch
ISBN 10 
3527503900
ISBN 13 
9783527503902
Einband
Gebundene Ausgabe
Auflage
2
Anzahl der Seiten
370
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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Vorgestellte Ausgabe

ISBN 10:  3527502823 ISBN 13:  9783527502820
Verlag: Wiley-VCH, 2006
Hardcover