Essential Book for Small and Medium-sized Companies: Brand Management Techniques

Author: Zhang Tianlong, Li Qiugen
Publisher:
Publish Date: 2003-02-01
Features: This book consists of five volumes, elaborating on five different perspectives:
Volume 1: Investment Skills, discussing both the theory and management of investment in small and medium-sized enterprises (SMEs);
Volume 2: Management Skills, covering five aspects: human resource management, production management, marketing management, financial management, and crisis management of SMEs;
Volume 3: Financial Management Skills, focusing on internal and external financial management techniques of SMEs;
Volume 4: Brand Operation Skills, covering five parts: brand awareness, brand positioning, brand capital, brand operation, and classic case studies of brand success;
Volume 5: Advertising Operation Skills, discussing five key points: advertising positioning, budget control of advertising expenses, advertising planning, advertising strategies, and advertising effectiveness surveys for SMEs.