Creating Powerful Brands - Softcover

De Chernatony, Leslie; McDonald, Malcolm

Softcover

ISBN 10: 0750659807 ISBN 13: 9780750659802

Verlag: Butterworth-Heinemann Ltd, 2003

Inhaltsangabe

This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of "From Brand Vision to Brand Evaluation", it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: powerful analysis of new areas such as e-branding and e-marketing; a completely new set of advertising and brand images to illustrate key points; and, a powerful analysis of the key drivers of brand value. There can be no doubt that the power of brands in the international marketplace is still growing, and that "Creating Powerful Brands", third edition, can explain both why and how they work. It includes comprehensive coverage of brand management. It is applications orientated, yet grounded on solid theory. There are frameworks organizing the principles of brand building.

Über diesen Titel

Über die Autorin bzw. den Autor

Leslie de Chernatony is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. He is also Managing Partner of Brands Box Marketing and Research Consultancy. MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Details zur Ausgabe

• Verlag: Butterworth-Heinemann Ltd
• Erscheinungsdatum: 2003
• Sprache: Englisch
• ISBN 10: 0750659807
• ISBN 13: 9780750659802
• Einband: Tapa blanda
• Auflage: 3
• Anzahl der Seiten: 496
• Kontakt zum Hersteller: Nicht verfügbar