Strategic Brand Management Lessons for Winning Brands in Globalized Markets by Deborah Roedder John 

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

Edition: 1st

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.