Understanding Brands (Creating Success) - Softcover

Cheverton, Peter

Softcover

ISBN 10: 074944665X ISBN 13: 9780749446659

Publisher: Kogan Page, 2006

Synopsis

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. For those who know that brand management is crucial but don't know how to go about it, Understanding Brands illustrates what a brand is, what it can do for them, and how it supports the strategic goals of the business.

About this title

About the Author

Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specializing in the development of customer-focused business strategies, with a strong focus on Key Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working hands-on with clients around the world. He is the author of Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (all published by Kogan Page).

Review

""Understanding Brands is an excellent basic primer which is especially recommended for small business owners and novice marketers."" -- Library Bookwatch ""Library Bookwatch""

Edition details

• Publisher: Kogan Page
• Publication date: 2006
• Language: English
• ISBN 10: 074944665X
• ISBN 13: 9780749446659
• Binding: Paperback
• Number of pages: 139