ENGLISH

Strategic Brand Management, 2nd Edition

By Alexander Chernev

Book information

Language
english
Format
PDF
Filesize
9 MB (9585838 bytes)
Edition
2
Pages
\253
Time added
2020-09-06 21:39:30

Description

Title Page Copyright Page Table of Contents Preface Part One The Big Picture Chapter 1 Marketing Strategy and Tactics Chapter 2 Brands as a Means of Creating Market Value Part Two Building Strong Brands Chapter 3 Developing a Brand Strategy Chapter 4 Designing Brand Tactics Part Three Managing The Brand Chapter 5 Managing Brand Portfolios Chapter 6 Managing Brand Dynamics Chapter 7 Protecting the Brand Chapter 8 Brand Analysis and Planning Part Four Measuring Brand Impact Chapter 9 Brand Equity and Brand Power Chapter 10 Brand Research

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