Brand management

Author: Rick Lezanski
Publisher:
Publish Date: 2004-08-01
Features: This book introduces all real-world issues in marketing practice. It not only analyzes the complex phenomena of brands but also reveals the similarities in each stage of brand operations, although these stages may seem to have no commonalities at first glance. The structure of the book follows the sequence of brand development, management, and maintenance. By applying different theoretical frameworks, the author conducts in-depth analysis of each issue to address problems closely related to the work of brand managers or product managers.