Author | Temporal, Paul |
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Title | Advanced brand management : managing brands in a changing world / Paul Temporal |
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Imprint |
Singapore : John Wiley & Sons (Asia) , 2010 |
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Edition |
2nd ed |
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Descript |
xix, 350 p. : ill. ; 24 cm |
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CONTENT
The changing roles of brand management -- Building a brand strategy -- Positioning and brand management -- Brand architecture -- Three great dilemmas: brand stretch, brand revitalization, and brand deletion -- Total communications for brand management -- Relationship management, relationship brands, and the new digital world -- "Long live the brand": creating a brand culture -- Measuring brand success: market research and brand valuation
SUBJECT
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Brand name products -- Management
LOCATION | CALL# | STATUS |
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Communication Arts Library | 658.827 T288A 2010 |
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Central Library (4th Floor) | 658.827 T288A |
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Chula Business School Library | 658.827 T288A 2010 |
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