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Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

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Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

Strategic Brand Management: Lessons for Winning Brands in Globalized Markets
by Deborah Roedder John

English | 2018 | ISBN: 0190646004 | 269 Pages | PDF | 5 MB

Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.

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