Strategic Brand Management: Lessons for Winning Brands in Globalized Markets - Brossura

John, Deborah Roedder; Torelli, Carlos J.

 
9780190646004: Strategic Brand Management: Lessons for Winning Brands in Globalized Markets
Brossura
ISBN 10: 0190646004 ISBN 13: 9780190646004
Casa editrice: Oxford Univ Pr, 2017

Sinossi

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.

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Informazioni sull'autore

Deborah Roedder John is the Curtis L. Carlson Chair in Marketing at the Carlson School of Management, University of Minnesota. She is an expert in consumer behavior and branding, known for her research on brand extensions, brand dilution, and brand measurement. Professor John teaches courses in brand management in MBA, undergraduate, and executive-education programs.

Carlos J. Torelli is Professor of Business Administration at the University of Illinois at Urbana-Champaign. He is well known for his research on cross-cultural psychology and global branding strategies. Professor Torelli teaches courses in brand management and global branding in MBA, undergraduate, and executive-education programs across the globe.

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Editore
Oxford Univ Pr
Data di pubblicazione
2017
Lingua
Inglese
ISBN 10 
0190646004
ISBN 13 
9780190646004
Rilegatura
Copertina flessibile
Numero di pagine
242
Contatto del produttore
non disponibile
Persona responsabile
Ufficio Anagrafiche Messaggerie
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