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Contemporary Brand Management
Author: Johny K. Johansson

ISBN: 9781452242873
Format: Paperback
Number Of Pages: 272
Published: 30 December 2013
Country of Publication: US
Dimensions (cm): 23.2 x 18.7 x 2.0
Description:
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.

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