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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.
Nákup knihy
Power brands, Hajo Riesenbeck
- Jazyk
- Rok vydání
- 2007
- product-detail.submit-box.info.binding
- (pevná),
- Stav knihy
- Dobrá
- Cena
- 149 Kč
Doručení
Platební metody
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- Titul
- Power brands
- Jazyk
- anglicky
- Autoři
- Hajo Riesenbeck
- Vydavatel
- Wiley-VCH
- Rok vydání
- 2007
- Vazba
- pevná
- Počet stran
- 274
- ISBN10
- 3527502823
- ISBN13
- 9783527502820
- Série
- Hodnocení
- 3,65 z 5
- Anotace
- 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.