||0 of 0 people found the following review helpful.| Five Stars|By Customer|Great Book!|0 of 0 people found the following review helpful.| Concise, nicely written, and nice managerial take-aways.|By Gary J. Bamossy|A contemporary and cutting edge choice for an intro course in Brand Management for MBAs, or undergraduates. A nicely written nine chapter paperback, which works very||"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects." (Gary Gray)
"The narrative mini-case studies humanize the subject and make theory and process real."
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 ...
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You easily download any file type for your device.Contemporary Brand Management | Johansson Johny K., Kurt A. Carlson.Not only was the story interesting, engaging and relatable, it also teaches lessons.
