Skip to main content

Contemporary Brand Management

$61.37 - $205.55
(No reviews yet) Write a Review
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
Adding to cart… The item has been added

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.