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Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.
Zakup książki
Power brands, Hajo Riesenbeck
- Język
- Rok wydania
- 2007
- Oprawa
- (twarda),
- Stan książki
- Dobry
- Cena
- 10,58 zł
Metody płatności
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- Tytuł
- Power brands
- Język
- angielski
- Autorzy
- Hajo Riesenbeck
- Wydawca
- Wiley-VCH
- Rok wydania
- 2007
- Oprawa
- twarda
- Liczba stron
- 274
- ISBN10
- 3527502823
- ISBN13
- 9783527502820
- Seria
- Tagi
- Biznes
- Ocena
- 3,65 z 5
- Opis
- Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.