The Handbook Of Brand Management (THE ECONOMIST BOOKS) - Tapa dura

Arnold, David

 
9780201632798: The Handbook Of Brand Management (THE ECONOMIST BOOKS)
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ISBN 10: 0201632799 ISBN 13: 9780201632798
Editorial: Westview Press Inc, 1993

Sinopsis

Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value. The Handbook of Brand Management explains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers' actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name's financial value. They find insights in the examples of Schering-Plough stretching" the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers' minds, and many other popular brand-name products.

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Acerca del autor

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.

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Editorial
Westview Press Inc
Año de publicación
1993
Idioma
Inglés
ISBN 10 
0201632799
ISBN 13 
9780201632798
Encuadernación
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Número de páginas
288
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780091749231: The Handbook of Brand Management

Edición Destacada

ISBN 10:  0091749239 ISBN 13:  9780091749231
Editorial: Random House Business Books, 1992
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