"This book contains material developed for use in the interdisciplinary courses on product development that we teach. Participants in these courses include graduate students in engineering, industrial design students, and MBA students. While we aimed the book at interdisciplinary graduate-level...

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...