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Contemporary Brand Management

1st Edition

Johny K. Johansson; Kurt A. Carlson
eISBN-13: 9781483355399

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Additional Book Details

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.

Sold By SAGE Publications
ISBNs 9781452242873, 9781483355399, 9781483322940, 9781483311968, 148335539X
Language English
Number of Pages 272
Edition 1st