Contemporary Brand Management - Softcover

Johansson, Johny K. (Kjell); Carlson, Kurt A.

Softcover

ISBN 10: 1452242879 ISBN 13: 9781452242873

Publisher: SAGE Publications, Inc, 2014

Synopsis

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

About this title

About the Author:

Johny K. Johansson (Ph.D, University of California, Berkeley) received his Masters and Ph.D. from the University of California, Berkeley. At Georgetown, he teaches at both the undergraduate and graduate levels, and offers  International Marketing consulting to a number of organizations including: Honda, Mazda, Volvo, and Fuji Film. Dr. Johansson’s research interests are in the areas of International Marketing Strategy, Global Branding, Japanese Management, and Quantitative Analysis of Marketing Decision Problems. He is also the author of numerous publications including Global Marketing: Foreign Entry, Local Marketing and Global Management; In Your Face: How American Marketing Excess Fuels Anti-Americanism; and Relentless: The Japanese Way of Marketing, which has now been translated into six languages, including Chinese, Spanish, and French. In 2010, Dr. Johansson was presented the Award for Lifetime Contribution to Global Marketing by the American Marketing Association, and most recently, in 2011, was inducted as Fellow of the Academy of International Business.

Review:

"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects." Author: Gary Gray

"The narrative mini-case studies humanize the subject and make theory and process real." Author: Robert Winward

"The writing was very clear.  I believe students would find it an easy book to read and understand." Author: Athanasia Panos Schmitt

About this edition

• Publisher: SAGE Publications, Inc
• Publication date: 2014
• ISBN 10: 1452242879
• ISBN 13: 9781452242873
• Binding: Paperback
• Edition number: 1
• Number of pages: 272