From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands
Автор:Leslie de Chernatony Год: 2010 Издание:Elsevier Butterworth-Heinemann Страниц: 392 ISBN: 9781856177733 This new edition brings Leslie de Chernatony's unique, hugely successful brand management framework right back to the cutting edge of its field. Whether you are a brand practitioner or a student, this book is your brand building bible. It will take you step-by-step from strategy, through tactics to real-life implementation to show just how applied theory can strengthen your brand. New to this edition: Fully updated according to the latest developments. New issues addressed. New advertisements in every chapter to provide visual demonstration. An ideal book for MBA, MSc and undergraduate students studying brand management as well as managers seeking to develop more effective brand strategies.
