Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.
Publisher: Thousand Oaks, CA : SAGE Publications, Inc., 2015Copyright date: ©2015Description: xi, 259 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 9781452242873
- 1452242879
- 1483311961
- 9781483311968
- 658.8/27 23
- HF 5415.1255 .J64 2015
- QP 624
Contents:
Branding fundamentals -- How brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References.
| Item type | Current library | Class number | Status | Date due | Barcode | Item reservations | |
|---|---|---|---|---|---|---|---|
Book-Circulating
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Fischer Hall Library Main shelves | HF5415.1255. J64 2015 (Browse shelf(Opens below)) | Available | B014095 | |||
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Book-Circulating
|
Fischer Hall Library Main shelves | HF5415.1255. J64 2015 (Browse shelf(Opens below)) | Available | B014096 | |||
Book-Reference
|
Fischer Hall Library Reference | HF5415.1255. J64 2015 (Browse shelf(Opens below)) | Not for loan | B012725 |
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Includes bibliographical references and index.
Branding fundamentals -- How brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References.