Strategic Brand Management Lessons For Winning Brands In Globalized Markets(1st Edition)
Authors:
Deborah Roedder John ,Carlos J Torelli
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Book details
ISBN: 0190646004, 978-0190646004
Book publisher: Oxford University Press
Strategic Brand Management Lessons For Winning Brands In Globalized Markets 1st Edition Summary: 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.
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