-
Anglický jazyk
Brand Management
Autor: Oliver Vogler
Based on a proprietary framework called "The Brand Management Clock Face" (see uploaded file), the book covers all the important management issues along the typical brand lifecycle; the framework is used to structure the book into 12 chapters. Cutting-edge... Viac o knihe
Predpokladaný dátum vydania: 10.2.2026
39.59 €
bežná cena: 43.99 €
O knihe
Based on a proprietary framework called "The Brand Management Clock Face" (see uploaded file), the book covers all the important management issues along the typical brand lifecycle; the framework is used to structure the book into 12 chapters. Cutting-edge content for leading brand management – whether in large corporations or startups – on brand strategy (part one), brand implementation (part two), and brand evaluation (part three). In addition, three real-life case studies are included, corresponding to the three main parts (Part Four). Content curation based on both well-established theoretical concepts as well as on several years of practical management experience. U.S. English-language textbook that synthesizes both the typical American and French approach to brand leadership and German-based academic concepts of brand strategy (esp. brand identity models). Not too "over-structured" like many (especially German) textbooks, yet easy to read and remember. Target Audience: Business School Master’s, Executive Education, and Brand Management Practitioners in self-study.
- Vydavateľstvo: Springer-Verlag GmbH
- Rok vydania: 2026
- Formát: Paperback
- Rozmer: 240 x 168 mm
- Jazyk: Anglický jazyk
- ISBN: 9783658502447
