The Handbook Of Brand Management - Couverture rigide

Arnold, David

 
9780201632798: The Handbook Of Brand Management
Couverture rigide
ISBN 10 : 0201632799 ISBN 13 : 9780201632798
Editeur : Basic Books, 1993

Synopsis

Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value.The Handbook of Brand Management explains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers' actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name's financial value. They find insights in the examples of Schering-Plough “stretching” the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers' minds, and many other popular brand-name products.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

David Arnold, M.B.A., taught marketing and strategic management courses at the Ashbridge Management College, one of the U.K.'s leading business schools. His consulting clients have included Lloyds Bank, ICI Parts, Hoechst, and the Thames Water Authority. He is now a doctoral candidate at the Harvard Business School.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Basic Books
Date d'édition
1993
Langue
anglais
ISBN 10 
0201632799
ISBN 13 
9780201632798
Reliure
Relié
Nombre de pages
288
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780091749231: The Handbook Of Brand Management

Edition présentée

ISBN 10 :  0091749239 ISBN 13 :  9780091749231
Editeur : Random House Business, 1992
Couverture rigide