Strategic Brand Management
Читати фрагмент
Моментальне завантаження
після оплати (24/7)
Широкий вибір форматів
(для всіх пристроїв)
Повна версія книги
(в т.ч. для Apple та Android)
In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include designing effective brand strategy and tactics, developing a brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
LF/863904/R
Характеристики
- ФІО Автора
- Alexander
Chernev - Мова
- Англійська
- ISBN
- 9781936572380
- Дата виходу
- 2018
15 книг цього ж автора
![[SEAL'ed 05] • Faith](https://lionbook.net/1112765-thickbox_default/-seal-ed-05-faith.jpg)
![[Effingtons 04] • The...](https://lionbook.net/1132551-thickbox_default/-effingtons-04-the-prince-s-bride.jpg)
![[Wicked 3 03] • Wicked Release](https://lionbook.net/1395243-thickbox_default/-wicked-3-03-wicked-release.jpg)
![[Always Amanda 01] • Always...](https://lionbook.net/1494760-thickbox_default/-always-amanda-01-always-amanda.jpg)
![[The Light of the World 01]...](https://lionbook.net/1597974-thickbox_default/-the-light-of-the-world-01-the-light-of-the-world-a-memoir.jpg)
Товари з цієї категорії:
In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern Universit...