Strategic Brand Management Lessons for Winning Brands in Globalized Markets by Deborah Roedder John
By: Deborah Roedder John; Carlos J. Torelli
Publisher: Oxford University Press
Print ISBN: 9780190646004, 0190646004
eText ISBN: 9780190646011, 0190646012
Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.
There are no reviews yet.