The Handbook Of Brand Management - Hardcover

Arnold, David

Hardcover

ISBN 10: 0091749239 ISBN 13: 9780091749231

Publisher: Random House Business, 1992

Synopsis

As the number of competing products increases, companies are having to fight harder to defend their market share and maintain the popularity of their key brands. More than ever, brand management is becoming a key issue for general managers, not just the marketing department. Based on the brand expertise of Ashbridge Management College, this book is an up-to-date summary of brand practice. It deals with each stage of the strategic decision-making process, from research and market-testing to implementation and monitoring performance. Also included are case histories and practical advice.

About this title

About the Author

David Arnold, M.B.A., taught marketing and strategic management courses at the Ashbridge Management College, one of the U.K.'s leading business schools. His consulting clients have included Lloyds Bank, ICI Parts, Hoechst, and the Thames Water Authority. He is now a doctoral candidate at the Harvard Business School.

From Library Journal

A brand assigned to a product is just as important to the success of that product as the actual product itself. We can all identify with brand names like Coke, Kellogg, and IBM and ask for them by name. Arnold, a marketing instructor at one of Britain's top business schools, has written a thorough plan for managing all aspects of brands. He discusses how to establish new brands and how to rejuvenate established brands, examining the importance of market research and exploring how to identify a target market and promote the brand to that market. Also included is a chapter on marketing a brand to a global audience. The handbook draws heavily on the use of case studies, including such brands as Marlboro, Perrier, and Pizza Hut. For comprehensive business collections. --Joel Jones, Jefferson Cty. P.L., Arvada, Col.
Copyright 1993 Reed Business Information, Inc.

Edition details

• Publisher: Random House Business
• Publication date: 1992
• Language: English
• ISBN 10: 0091749239
• ISBN 13: 9780091749231
• Binding: Hardcover
• Number of pages: 253