Strategic Brand Management and Development : creating and marketing successful brands /
Lalaounis, Sotiris T., 1980-
Strategic Brand Management and Development : creating and marketing successful brands / Sotiris T. Lalaounis. - 1st ed: - 344 p:
Includes bibliographical references and index.
"This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory"--
Branding (Marketing)
Brand name products--Management.
Product management.
658.8
Strategic Brand Management and Development : creating and marketing successful brands / Sotiris T. Lalaounis. - 1st ed: - 344 p:
Includes bibliographical references and index.
"This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory"--
Branding (Marketing)
Brand name products--Management.
Product management.
658.8