The Handbook of Brand Management
By (author) David Arnold
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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.
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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)View all books by David Arnold
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.
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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.
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