The Handbook of Brand Management (The Economist Books) (International Management Series) 1st Edition

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ISBN-13: 978-0201632798
ISBN-10: 0201632799
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Editorial Reviews

From Library Journal

A brand assigned to a product is just as important to the success of that product as the actual product itself. We can all identify with brand names like Coke, Kellogg, and IBM and ask for them by name. Arnold, a marketing instructor at one of Britain's top business schools, has written a thorough plan for managing all aspects of brands. He discusses how to establish new brands and how to rejuvenate established brands, examining the importance of market research and exploring how to identify a target market and promote the brand to that market. Also included is a chapter on marketing a brand to a global audience. The handbook draws heavily on the use of case studies, including such brands as Marlboro, Perrier, and Pizza Hut. For comprehensive business collections. --Joel Jones, Jefferson Cty. P.L., Arvada, Col.
Copyright 1993 Reed Business Information, Inc.

About the Author

David Arnold, M.B.A., taught marketing and strategic management courses at the Ashbridge Management College, one of the U.K.'s leading business schools. His consulting clients have included Lloyds Bank, ICI Parts, Hoechst, and the Thames Water Authority. He is now a doctoral candidate at the Harvard Business School.

Product details

  • Hardcover : 284 pages
  • ISBN-10 : 0201632799
  • ISBN-13 : 978-0201632798
  • Item Weight : 1.2 pounds
  • Product Dimensions : 6 x 0.75 x 9 inches
  • Publisher : Basic Books; 1st Edition (March 21, 1993)
  • Language: : English
  • Customer Reviews:
    5.0 out of 5 stars 2 ratings
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