Markenmanagement: Lehrbuch der professionellen...

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Markenmanagement: Lehrbuch der...

Markenmanagement: Lehrbuch der professionellen Markenführung

Name: Markenmanagement: Lehrbuch der professionellen Markenführung
ISBN: 9783110526318

Peter Runia, Frank Wahl

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A compact overview of all issues of brand management relevant to academia and practice. This book provides an overview of the pertinent brand management models, focusing on a brand’s identity-based perception. It intensively portrays both marketing and brand strategies, and links them to the operative level of the marketing mix. Moreover, it takes into account brand evaluation and controlling.