If You're So Brilliant ...How Come Your Brand Isn't Working Hard Enough?: The Essential Guide to Brand Management - Couverture souple

Cheverton, Peter

Couverture souple

ISBN 10 : 0749437286 ISBN 13 : 9780749437282

Editeur : Kogan Page Ltd, 2002

Synopsis

This title is not for advertising and design professionals. It is for all those involved with building and defining their own brands, for those who know that brand management is crucial, but who don't know how to go about it. Good brand management is the route to getting the brand to work harder and to make its proper mark. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Good brand and business managers must understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. Good brand managers must also direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. This handbook demonstrates how this challenge can be tackled head on. Peppered with real-life examples (good and bad), and a brand health checklist, it features pragmatic advice on positioning, targeting and implementation.

A propos du livre

À propos de l?auteur

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0749437286
• ISBN 13: 9780749437282
• Reliure: Broché
• Nombre de pages: 190
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible