#749004 in eBooks 2014-01-17 2014-02-19File Name: B00IKWG84W
0 of 0 people found the following review helpful. Five StarsBy CustomerGreat Book!0 of 0 people found the following review helpful. Concise, nicely written, and nice managerial take-aways.By Gary J. BamossyA contemporary and cutting edge choice for an intro course in Brand Management for MBAs, or undergraduates. A nicely written nine chapter paperback, which works very well for 10-12 week courses. The chapters hit on all key topics, offering managerial frameworks and discussions. This is the s"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects."--Gary Gray"The narrative mini-case studies humanize the subject and make theory and process real."--Robert Winward"The writing was very clear. I believWritten by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in todayrsquo;s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firmrsquo;s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examp... [PDF.yn03] Contemporary Brand Management Rating: 3.97 (543 Votes)
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