Logotipo librería Marcial Pons
Understanding brands

Understanding brands

  • ISBN: 9780749446659
  • Editorial: Kogan Page Ltd.
  • Lugar de la edición: London. Reino Unido
  • Colección: The Sunday Times. Creating Success
  • Encuadernación: Rústica
  • Medidas: 22 cm
  • Nº Pág.: 138
  • Idiomas: Inglés

Papel: Rústica
13,55 €
Stock en librería. Envío en 24/48 horas


Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. "Understanding Brands" is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. Featuring many fascinating real-life examples (both good and bad), "Understanding Brands" also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.


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