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Sinopsis
Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty.
David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadershipis the visionary key to business success in the future.
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Acerca del autor
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).
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- EditorialSimon & Schuster Ltd
- Año de publicación2009
- ISBN 10 1847398359
- ISBN 13 9781847398352
- EncuadernaciónTapa blanda
- IdiomaInglés
- Número de páginas368
- Contacto del fabricanteno disponible
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Brand Leadership
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Simon & Schuster UK, 2009
ISBN 10: 1847398359
ISBN 13: 9781847398352
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Brand Leadership
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Simon & Schuster Ltd, 2009
ISBN 10: 1847398359
ISBN 13: 9781847398352
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Brand Leadership
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ISBN 13: 9781847398352
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Brand Leadership
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ISBN 13: 9781847398352
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Brand Leadership
Publicado por
Simon & Schuster, Limited, 2009
ISBN 10: 1847398359
ISBN 13: 9781847398352
Antiguo o usado
Tapa blanda
Librería: Better World Books Ltd, Dunfermline, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Good. Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Nº de ref. del artículo: 10416458-6
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Brand Leadership
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Simon & Schuster Ltd, United Kingdom, London, 2009
ISBN 10: 1847398359
ISBN 13: 9781847398352
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Librería: WorldofBooks, Goring-By-Sea, WS, Reino Unido
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Paperback. Condición: Very Good. Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadershipis the visionary key to business success in the future. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Nº de ref. del artículo: GOR005277875
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Brand Leadership
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Brand Leadership
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