Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab

In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a sys

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus mana

Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of