Synopsis
The success of Creating Powerful Brands has led to the preparation of this fully revised and updated second edition which retains all the strengths of the original book enhanced by the latest examples and best practice.
The powerful and expert analysis of key elements of branding gives the reader:
* A comprehensive coverage of brand management
* An applications orientated approach grounded on solid theory
* A set of unique frameworks for organizing the principles of brand building
Students on MBA, BA and Professional Development courses as well as practitioners will find this an essential guide when developing more effective brand strategies.
Comprehensive coverage of brand management
Applications orientated, yet grounded on solid theory
Frameworks organizing the principles of brand building
"synopsis" may belong to another edition of this title.
About the Author
Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy.
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
"About this title" may belong to another edition of this title.
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Creating Powerful Brands in Consumer, Service and Industrial Markets
Published by
Butterworth-Heinemann Ltd, 1998
ISBN 10: 0750622407
ISBN 13: 9780750622400
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Couverture souple. Condition: Très bon. 2ème Édition. #Broché : 384 pages. Anglais #Parution : avril 1998 #Résumé : Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This work is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth. Seller Inventory # ABE-1635424660571