The Handbook of Brand Management
By (author) David Arnold
Handbook of Brand Management by David Arnold
Book DescriptionEstablishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value. The Handbook of Brand Management explains the ins and outs of managing brand names in todays fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world. This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?). For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand names financial value. They find insights in the examples of Schering-Plough stretching the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers minds, and many other popular brand-name products.
Buy Handbook of Brand Management book by David Arnold from Australia's Online Bookstore, Boomerang Books.
Book DetailsISBN: 9780201632798
(236mm x 156mm x 25mm)
Imprint: Westview Press Inc
Publisher: The Perseus Books Group
Publish Date: 28-Feb-1993
Country of Publication: United States
Books By Author David Arnold
Kids of Appetite, Paperback (September 2016)
A powerful and funny young adult novel that mediates on loss, love and disability for fans of Jennifer Niven, Rainbow Rowell and Louise O'Neill.
Everyday Technology, Paperback (March 2015)
Showcases how small machines and consumer goods that originated in Europe and North America became objects of everyday use in India in the late nineteenth and early twentieth centuries. The author examines how such technologies became integral to fresh ways of thinking about class, race, and gender, as well as about the politics of colonial rule.
Tropics and the Traveling Gaze, Paperback (June 2014)» View all books by David Arnold
Considers the European representation and understanding of landscape and nature in early nineteenth-century India. This book draws on travel narratives, literary texts, and scientific literature to show the diversity of European responses to the Indian environment and the ways in which these contributed to the wider colonizing process.
» Have you read this book? We'd like to know what you think about it - write a review about Handbook of Brand Management book by David Arnold and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)
Author Biography - David Arnold
David Arnold, M.B.A., taught marketing and strategic management courses at the Ashbridge Management College, one of the U.K.'s leading business schools. His consulting clients have included Lloyds Bank, ICI Parts, Hoechst, and the Thames Water Authority. He is now a doctoral candidate at the Harvard Business School.
Bestselling Books: Our Current Bestsellers | Australia's Hottest 1000 Books | Bestselling Fiction | Bestselling Crime Mysteries and Thrillers | Bestselling Non Fiction Books | Bestselling Sport Books | Bestselling Gardening and Handicrafts Books | Bestselling Biographies | Bestselling Food and Drink | Bestselling History | Bestselling Travel Books | Bestselling School Textbooks & Study Guides | Bestselling Children's General Non-Fiction | Bestselling Young Adult Fiction | Bestselling Children's Fiction | Bestselling Picture Books | Top 100 US Bestsellers
Phone: 1300 36 33 32 (9am-5pm Mon-Fri AEST) - International: +61 2 9960 7998 - Online Form
Address: Boomerang Books, 878 Military Road, Mosman Junction, NSW, 2088
© 2003-2016. All Rights Reserved. Eclipse Commerce Pty Ltd - ACN: 122 110 687 - ABN: 49 122 110 687
For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.