基本信息出版社：Kogan Page Ltd
页码：139 页
出版日期：2006年05月
ISBN：074944665X
条形码：9780749446659
装帧：平装
正文语种：英语
丛书名：Creating Success
外文书名：认识“品牌” (创造成功系列)

内容简介 Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. For those who know that brand management is crucial but don't know how to go about it, Understanding Brands illustrates what a brand is, what it can do for them, and how it supports the strategic goals of the business.
作者简介 Peter Cheverton is Director of Insight Marketing & People, an international training and consulting firm in KAM working in 30+ countries. His clients include some of the world's major blue chip companies such as AstraZeneca, Dow Corning, DuPont, ICI, and PPG. He is the author of "Key Marketing Skills" and "Global Account Management" (both Kogan Page).
媒体推荐 "A quick and broad introduction to the world of 'the brand'" - Media Week"
编辑推荐 Review
"A quick and broad introduction to the world of 'the brand'" - Media Week"

Product Description

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed.

Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen.

Featuring many fascinating real-life examples (both good and bad), Understanding Brands also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.