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Contemporary Brand Management

by Johny K
Save 35% Save 35%
Current price ₹9,796.00
Original price ₹15,070.00
Original price ₹15,070.00
Original price ₹15,070.00
(-35%)
₹9,796.00
Current price ₹9,796.00

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Book cover type: Paperback
  • ISBN13: 9781452242873
  • Binding: Paperback
  • Subject: N/A
  • Publisher: SAGE Publications Inc
  • Publisher Imprint: SAGE Publications Inc
  • Publication Date:
  • Pages: 272
  • Original Price: USD 156.0
  • Language: English
  • Edition: N/A
  • Item Weight: 408 grams
  • BISAC Subject(s): Marketing / General

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today's global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm's brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

Johny K. Johansson is McCrane/Shaker Prof of International Business, McDonough School of Business. Kurt A. Carlson is

Associate Professor of Marketing, McDonough School of Business.

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