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Branding in Action: Cases and Strategies for Profitable Brand Management (The Mcgraw-Hill Marketing for Professionals) [Paperback]

Graham Hankinson (Author), Philippa Cowking (Author)

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Book Description

Publication Date: September 1993 | Series: The Mcgraw-Hill Marketing for Professionals

This guide aims to cover every aspect of branding, drawing on case studies and reviews of literature, and applying researched information to practical strategies for implementation. The authors provide a consistent set of definitions, developed into a logical framework of the branding process. The case studies cover leading product, service and retail brands, such as Gordon's Gin and Sainsbury. The book is based on extensive interviews with marketing directors, product managers and sales promotion agencies.

#outer_postBodyPS { display: none; } #psGradient { display: none; } #psPlaceHolder { display: none; } #psExpand { display: none; } This guide aims to cover every aspect of branding, drawing on case studies and reviews of literature, and applying researched information to practical strategies for implementation. The authors provide a consistent set of definitions, developed into a logical framework of the branding process. The case studies cover leading product, service and retail brands, such as Gordon's Gin and Sainsbury. The book is based on extensive interviews with marketing directors, product managers and sales promotion agencies.

Product Details

Paperback: 240 pages
Publisher: Mcgraw Hill Book Co Ltd (September 1993)
Language: English
ISBN-10: 0077078128
ISBN-13: 978-0077078126
Product Dimensions: 8.8 x 5.7 x 0.6 inches
Shipping Weight: 12.6 ounces
Amazon Best Sellers Rank: #6,993,729 in Books (See Top 100 in Books)

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