(eBook PDF) Strategic Brand Management, 2nd Edition by Alexander Chernev

(eBook PDF) Strategic Brand Management, 2nd Edition by Alexander Chernev – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1936572354
• ISBN-13 ‏ : ‎ 978-1936572359
• Author: Alexander Chernev

In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include designing effective brand strategy and tactics, developing a brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

Table contents:

Part 1 Marketing Strategy and Tactics

Part 2 Marketing as an Engine of Business Growth

Part 3 Developing a Winning Marketing Strategy

Part 4 Creating Value with Brands

Part 5 Crafting a Successful Communication Campaign

Part 6 Designing Effective Distribution Channels

Part 7 Data-Driven Marketing

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