Brand Leadership - Brossura

Aaker, David A.; Joachimsthaler, Erich

Brossura

ISBN 10: 1847398359 ISBN 13: 9781847398352

Casa editrice: Simon & Schuster Ltd, 2009

Riassunto

Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadershipis the visionary key to business success in the future.

Su questo libro

L'autore

David A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include BRAND LEADERSHIP and MANAGING BRAND EQUITY, both published by The Free Press.
Erich Joachimsthaler is the founder and CEO of Vivaldi Partners, a strategy, innovation, and marketing consulting company. He has published around 60 articles in academic journals centered on marketing issues. His most recent book focuses on the broadening strategic role of marketing in building growth businesses and is entitled: Hidden in Plain Sight: How to Find and Execute Your Company’s Next Growth Strategy

Dalla quarta di copertina

'A reliable and provocative guide' Sunday Times, Business Book of the Week
David Aaker and Erich Joachimsthaler break new ground by considering brand management in the context of the global economy. Closely watched by the stock market and obsessed over by companies of all sizes, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty.
Aaker is widely recognised as the leading expert in this thriving field. Now, together with co-author Erich Joachimsthaler, he takes brand management to the next level: strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadership is the visionary key to business success in the future.
'A well-written and compulsive book that deserves to be read by anyone who recognises the importance of the brand' Internet Business

Su questa edizione

• Editore: Simon & Schuster Ltd
• Data di pubblicazione: 2009
• ISBN 10: 1847398359
• ISBN 13: 9781847398352
• Rilegatura: Copertina flessibile
• Numero di pagine: 368