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

John, Professor Of Marketing Deborah Roedder; Torelli, Professor Of Business Administration Carlos J

Couverture souple

ISBN 10 : 0190646004 ISBN 13 : 9780190646004

Editeur : Oxford University Press, 2017

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Oxford University Press
• Date d'édition: 2017
• Langue: anglais
• ISBN 10: 0190646004
• ISBN 13: 9780190646004
• Reliure: Broché
• Nombre de pages: 272
• Coordonnées du fabricant: non disponible
• Personne responsable: Ufficio Anagrafiche Messaggerie; ufficio.anagrafiche@meli.it; ; Via Verdi, 8; Assago Milano; 20090; Italie