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The handbook of brand management

Author: David Arnold
Publisher: Reading, Mass. : Addison-Wesley, ©1992
Series: International management series.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

The Handbook of Brand Management is an essential resource for getting the most business from a brand name. Whether you are managing a consumer product or service, or preparing to enter this field,  Read more...

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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David Arnold
ISBN: 0201632799 9780201632798
OCLC Number: 26590718
Description: xxii, 259 pages : illustrations ; 25 cm.
Contents: List of Figures --
List of Tables --
Foreword --
Introduction: Brands --
The Newest Assets --
Acknowledgments --
1. Understanding Branding --
2. The Anatomy of a Brand --
3. The Brand Management Process --
4. Using Research to Understand Markets --
5. Identifying Target Customers --
Understanding Segmentation --
6. Brand Positioning --
7. The Scope of a Brand --
Brand Stretching --
8. The Role of Promotion --
9. Spending Money on Promotion --
10. Brand Valuation --
11. The Globalization of Brands --
Glossary --
Index.
Series Title: International management series.
Responsibility: David Arnold.
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