Brand Management: A Theoretical and Practical Approach (BOK)

Rik Riezebos

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Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure. Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2002 Forfatter Rik Riezebos
Forlag
Pearson Higher Education
ISBN 9780273655053
Antall sider 352 Dimensjoner 19cm x 24,6cm x 1,9cm
Vekt 688 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing management