How Come Your Brand Isn't Working Hard Enough ? by Peter Cheverton

How Come Your Brand Isn't Working Hard Enough ? by Peter Cheverton

This title is not for advertising and design professionals. It is for all those involved with building and defining their own brands, for those who know that brand management is crucial, but who don't know how to go about it. Good brand management is the route to getting the brand to work harder and to make its proper mark. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Good brand and business managers must understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. Good brand managers must also direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. This handbook demonstrates how this challenge can be tackled head on. Peppered with real-life examples (good and bad), and a brand health checklist, it features pragmatic advice on positioning, targeting and implementation.

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.

SKU	Non disponible
ISBN 13	9780749437282
ISBN 10	0749437286
Titre	How Come Your Brand Isn't Working Hard Enough ?
Auteur	Peter Cheverton
État	Non disponible
Type de reliure	Paperback
Éditeur	Kogan Page Ltd
Année de publication	2002-04-03
Nombre de pages	190
Note de couverture	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible