Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as...

"Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the evolution of branding,...

Klar kommunizieren Aufmerksamkeit gewinnen. In vielen Märkten drängt sich die Konkurrenz dicht an dicht. Wer seinem Produkt, seiner Marke, seinem Unternehmen in der Kakophonie von Zielgruppenansprachen erfolgreich Gehör verschaffen will, muss richtig kommunizieren können. Das Buch...