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Contemporary Brand Management | First Edition Edition

Compare Textbook Prices for Contemporary Brand Management First Edition Edition ISBN 9781452242873 by Johansson, Johny K. (Kjell),Carlson, Kurt A.
Authors: Johansson, Johny K. (Kjell),Carlson, Kurt A.
ISBN:1452242879
ISBN-13: 9781452242873
List Price: $120.83 (up to 69% savings)
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Details about Contemporary Brand Management:

Written by experts on branding and consumer behavior, 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 the growth of brand equity and value, to brand extension and 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. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

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