Strategic Brand Management: Lessons for Winning Brands in Globalized Markets
- Length: 272 pages
- Edition: 1
- Language: English
- Publisher: Oxford University Press
- Publication Date: 2017-11-02
- ISBN-10: 0190646004
- ISBN-13: 9780190646004
- Sales Rank: #969654 (See Top 100 Books)
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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