Call Boomerang Books 1300 36 33 32

Description - The Handbook Of Brand Management by David Arnold

Establishing 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 The Handbook Of Brand Management by David Arnold from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780201632798
ISBN-10: 0201632799
Format: Hardback
(241mm x 162mm x mm)
Pages: 288
Imprint: Westview Press Inc
Publisher: INGRAM PUBLISHER SERVICES US
Publish Date: 28-Feb-1993
Country of Publication: United States

Other Editions - The Handbook Of Brand Management by David Arnold

Book Reviews - The Handbook Of Brand Management by David Arnold

» 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 Boomerang Books Account Holder - it's free to sign up and there are great benefits!)

Write Review


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.

Books By David Arnold

Kids of Appetite by David Arnold
Paperback, September 2017
$19.10
Congress in Tamilnad by David Arnold
Hardback, February 2017
$170.10
Mosquitoland by David Arnold
Paperback, March 2016
$17.83
Everyday Technology by David Arnold
Paperback, March 2015
$28.79