Strategic brand management: surviving the competitive environment
Auteur :
Baisya, Rajat K
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032947457
Date de publication :
5 janv. 2026
Dimensions :
23,4 x 15,6 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
The book covers the subject of brand management in a fiercely competitive market environment. In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand.