• Autor: Johansson, Johny K

  • Editorial: Sage Publications

  • Descargas: 1664

  • Nº Paginas: 283

Contemporary Brand Management, Johansson, Johny K ,

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout