Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in todays 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 firms 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.
Contemporary Brand Management
$61.37 - $205.55
- UPC:
- 9781452242873
- Maximum Purchase:
- 2 units
- Binding:
- Paperback
- Publication Date:
- 2014-01-17
- Release Date:
- 2014-01-31
- Author:
- Johny K. (Kjell) Johansson;Kurt A. Carlson
- Language:
- english
- Edition:
- 1