Brand Strategy and Decision Making (Yu Xinyan)

Author: Yu Xinyan
Publisher:
Publish Date: 2001-01-01
Features: New Concept Textbook for the 21st Century · Series of Undergraduate Marketing Textbooks for Higher Education. Planned by the China Marketing Association of Higher Education, Recommended by the Ministry of Finance, and Organized by the China Marketing Association of Higher Education for Writing. This book analyzes the micro business operations of enterprise brand strategy and decision-making from a macro perspective, emphasizing the close integration of theory and practice. While elucidating fundamental theories, it provides numerous case studies. It is hoped that this book will contribute to promoting the development of the brand economy, the implementation of famous brand strategies, and the research of brand theory.