Creating Powerful Brands - Couverture souple

De Chernatony, Leslie; McDonald, Malcolm; Wallace, Elaine

Couverture souple

ISBN 10 : 1856178498 ISBN 13 : 9781856178495

Editeur : Elsevier Science Ltd, 2010

Synopsis

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A propos du livre

Présentation de l'éditeur :

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.

In this influential textbook, de Chernatony, McDonald & Wallace:

• Summarise the latest thinking and best practice in the domain of branding
• Show how branding theories are implemented in practice with all new real marketing campaigns
• Bring the story up-to-date with a clear European focus

Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

Revue de presse :

'This is an excellent book. It is well written, perfectly structured, full of knowledge with an invisible power to professionally and artistically acquaint the reader to the world of brands. This book proselytized me to the art of branding with its dynamic context and polymorphic approach to create sensible and useful brands. I strongly recommend it for consultants, marketing managers, business managers, college professors and students'.

Dr Yannis Suvatjis Athens Graduate School of Management

--Dr Yannis Suvatjis Athens Graduate School of Management

À propos de cette édition

• Éditeur: Elsevier Science Ltd
• Date d'édition: 2010
• ISBN 10: 1856178498
• ISBN 13: 9781856178495
• Reliure: Broché
• Numéro d'édition: 4
• Nombre de pages: 496