Wow! eBook
The Handbook of Brand Management
Author(s): David John Arnold (Author)
- Publisher: Random House Business Books
- Publication Date: 9 April 1992
- Language: English
- Print length: 253 pages
- ISBN-10: 0091749239
- ISBN-13: 9780091749231
Book Description
As the number of competing products increases, companies are having to fight harder to defend their market share and maintain the popularity of their key brands. More than ever, brand management is becoming a key issue for general managers, not just the marketing department. Based on the brand expertise of Ashbridge Management College, this book is an up-to-date summary of brand practice. It deals with each stage of the strategic decision-making process, from research and market-testing to implementation and monitoring performance. Also included are case histories and practical advice.
