Strategic Product Management (2nd Edition)

Author: Keller, Philip; Translated by Li Naihe et al.
Publisher:
Publish Date: 2006-09-01
Features: With the intensification of competition, enterprises increasingly imitate and learn from each other's successful practices (such as unique product design, innovative marketing strategies), leading to a growing trend of market homogenization. Brands have become a crucial symbol for enterprises to guide customer recognition and differentiate their products from competitors. They are more important and enduring intangible assets than corporate products and represent the core competitiveness of a business. This book is a classic textbook in the field of brand management, widely praised by business schools and the corporate world in the United States and many other parts of the world since its publication. It systematically summarizes and elaborates on various issues related to brand strategic management, including why brands are important, what brands convey to consumers, and how enterprises should manage their brands. The book is characterized by the following aspects:
A systematic theoretical framework. The book has been hailed by Professor Philip Kotler of Northwestern University in the United States as "providing a new and complete perspective on the art and science of brand building."
Broad coverage. It encompasses all significant discoveries and practices in Western brand management theory and practice.
Strong guidance and practicality. The book includes over 100 brand case studies (both successful and unsuccessful) and analyzes their reasons. These analyses nearly cover every topic in brand management.
Suitable for readers at all levels, including faculty and students of business schools, professionals in business enterprises involved in brand management and decision-making, and a broad audience interested in brand management.