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BRAND PORTFOLIO STRATEGY

A. Aaker David

Oprawa:
MIĘKKA

Wydawca:
Free Press

Data premiery:
2020-04-30

ISBN:
9781982146528

131,25 PLN
Wysyłamy w 21 dni

Opis produktu

David A. Aaker :is the ViceChairman of Prophet Professor Emeritus of Marketing Strategy at the Haas School of Business University of California at Berkeley Advisor to Dentsu Inc. and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy he has published more than ninety articles and eleven books including :Strategic Market Management Managing Brand Equity Building Strong Brands :and :Brand Leadership :(coauthored with Eric Joachimsthaler).In this longawaited book from the world&rsquo:s premier brand expert and author of the seminal work Building Strong Brands David Aaker shows managers how to construct a brand portfolio strategy that will support a company&rsquo:s business strategy and create relevance differentiation energy leverage and clarity.Building on case studies of worldclass brands such as Dell Disney Microsoft Sony Dove Intel CitiGroup and PowerBar Aaker demonstrates how powerful cohesive brand strategies have enabled managers to revitalize brands support business growth and create discipline in confused bloated portfolios of master brands subbrands endorser brands cobrands and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm&rsquo:s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottomline responsibility to their shareholders.David A. Aaker :is the ViceChairman of Prophet Professor Emeritus of Marketing Strategy at the Haas School of Business University of California at Berkeley Advisor to Dentsu Inc. and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy he has published more than ninety articles and eleven books including :Strategic Market Management Managing Brand Equity Building Strong Brands :and :Brand Leadership :(coauthored with Eric Joachimsthaler).Chapter 1: Brand Portfolio Strategy
Data Publikacji: 2020-04-30
Wymiary: 212.72 mm 139.7 mm 25.4 mm 11.84 oz 335.66 gr

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