Strategic Brand Management, Second Edition
Description
For upper-level undergraduate and MBA courses in Brand Management, Brand Strategy, Product Management, and Marketing Strategy. Written by today's leading authority in brand management. Incorporating the latest thinking and developments from both academia and industry, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term profitability of specific brand strategies. Finely focused on...
ISBN(s)
0130411507, 9780130411501
