Contemporary Brand Management
Contemporary Brand Management

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Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.

  • Released: February 24, 2020
  • Author: Johny K. (Kjell) Johansson,Kurt A. Carlson
  • Rating: 4
  • Publisher: Ebook Digital Agent
  • Total Page: 250 pages
  • File Size: 20000 KB

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