Contemporary brand management
Johny K. Johansson, Georgetown University, McDonough School of Business; Kurt A. Carlson, Georgetown University, McDonough School of Business
| Year of publication: |
c 2015
|
|---|---|
| Authors: | Johansson, Johny K. ; Carlson, Kurt A. |
| Publisher: |
Los Angeles [u.a.] : SAGE Publications, Inc |
| Subject: | Markenführung | Brand management | Markenpolitik |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XI, 259 S. Ill., graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | Includes bibliographical references and index Branding fundamentalsHow brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References. |
| ISBN: | 978-1-4522-4287-3 ; 978-1-4833-1196-8 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010340666