Contemporary Brand Management
- Johny K. Johansson - Georgetown University, McDonough School of Business, USA
- Kurt A. Carlson
Supplements
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- A Microsoft® Word® test bank is available containing multiple choice, true/false, short answer, and essay questions for each chapter. The test bank provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
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Clear and concise text
Brand Management is a very diverse area, there are different approaches, perspectives, models. Besides, it also touches lot of disciplines like Marketing and Graphic Design.
As a lecturer on Brand Management, I found it hard to navigate among the corpus, and selecting the most readable sources, authors, and models for undergraduate students. Also, i wanted something that combined academic theory with real world perspective. I think this book has got it, and i'll recommend it to my students.
Perfect fit for my undergraduate brand development and management course.
This is the most concise and focused text about contemporary elements of branding and brand management.
This book is essential for marketing students who prefer to detail in branding.The book is not only present the branding theory, but also show the practical implication step-by-step. For technical terms, this book provide a very clear definition more than other book I've ever read. So, I recommend all marketing students to buy this book for extending your knowledge in branding.
Great book with lots of supporting examples. Topics covered matched our syllabus.
a) A very practical and useful textbook
b) Very plausible text and cases
c) Would like to see some opportunity for us lecturers to interact with the author
d) Recommend that book not only to my students
Very good book for introducing students to key elements in branding.
This is a concise book about branding. Is action directed and the themes are debated briefly but with relevant information.
