Strategic Brand Management
Strategic Brand Management is a focused business and marketing title about the strategic management of brands. Written by Alexander Chernev, it provides a useful starting point for students, professionals, and readers seeking to understand brand-focused decision-making.
About This Book
Strategic Brand Management examines the subject of managing brands from a strategic business perspective.
The book is suited to readers seeking an introduction to brand management and its role within marketing and organizational decision-making.
Alexander Chernev presents a focused work for students, professionals, and anyone interested in understanding brand strategy.
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