In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include designing effective brand strategy and tactic...
By Alexander Chernev
Paperback: 216 pages
Publisher: Cerebellum Press (December 15, 2015)
Product Dimensions: 7.5 x 0.6 x 9.2 inches
Amazon Rank: 1130221
Format: PDF ePub TXT book
Good not great review of Brand management. Could use more detail. Doesn’t walk you through how to develop a mastery in any aspects — it simply reviews what the aspects are. That alone is useful.
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