Description

Book Synopsis
As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business.Features- Filled with current examples from fashion brands such as Burberry, Coach, and Target and non-fashion brands including Apple, Hyundai, Porsche, Ritz Carlton Hotels, and more- Brandstorming: Successes and Failures depict real world case studies of successfuland not so successfulbranding strategies- Experiential learning tools include learning ob

Brand Management Strategies

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    £71.24

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    RRP £74.99 – you save £3.75 (5%)

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    By William D'Arienzo

    5 in stock

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      Publisher: Bloomsbury Publishing PLC
      Publication Date: 11/3/2016
      ISBN13: 9781501318436, 978-1501318436
      ISBN10: 1501318438
      Also in:
      Business strategy

      Description

      Book Synopsis
      As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business.Features- Filled with current examples from fashion brands such as Burberry, Coach, and Target and non-fashion brands including Apple, Hyundai, Porsche, Ritz Carlton Hotels, and more- Brandstorming: Successes and Failures depict real world case studies of successfuland not so successfulbranding strategies- Experiential learning tools include learning ob

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