Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab
In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a sys
Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus mana