As the number of competing products increases, companies are having to fight harder to defend their market share and maintain the popularity of their key brands. More than ever, brand management is becoming a key issue for general managers, not just the marketing department. Based on the brand expertise of Ashbridge Management College, this book is an up-to-date summary of brand practice. It deals with each stage of the strategic decision-making process, from research and market-testing to implementation and monitoring performance. Also included are case histories and practical advice.
- ISBN10 0091749239
- ISBN13 9780091749231
- Publish Date 9 April 1992
- Publish Status Out of Print
- Out of Print 10 January 2022
- Publish Country GB
- Publisher Cornerstone
- Imprint Random House Business Books
- Format Hardcover
- Pages 253
- Language English