| Document Type
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BL
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| Record Number
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955084
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| Doc. No
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b709454
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| Main Entry
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Cheverton, Peter.
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| Title & Author
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Understanding brands /\ Peter Cheverton.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2006.
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| Series Statement
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Creating success
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| Page. NO
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1 online resource (x, 139 pages) :: illustrations.
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| ISBN
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074944665X
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: 074944861X
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: 1280473940
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: 6610473943
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: 9780749446659
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: 9780749448615
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: 9781280473944
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: 9786610473946
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| Notes
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"First published in Great Britain in 2002 by Kogan Page Limited as If you're so brilliant, how come your brand isn't working hard enough? Reissued in 2005 as How come your brand isn't working hard enough?"
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| Contents
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Contents; Preface; Part I Defining the brand -- its purpose and its benefits; Part II Brand management -- the strategy; Part III Brand management -- the implementation.
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| Abstract
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Intended for those who know that brand management is crucial, but don't know how to go about it, this book helps them understand what a brand is, what it can do for them, and how it supports the goals of the business. It also helps managers to direct and co-ordinate the variety of tasks and experts involved in making brand strategy happen.
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| Subject
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Brand name products.
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| Subject
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Product management.
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Brand name products.
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| Subject
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BUSINESS ECONOMICS-- Industrial Management.
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| Subject
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BUSINESS ECONOMICS-- Management Science.
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| Subject
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BUSINESS ECONOMICS-- Management.
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| Subject
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BUSINESS ECONOMICS-- Organizational Behavior.
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| Subject
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Product management.
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| Dewey Classification
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658.8/27
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| LC Classification
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HD69.B7U53 2006
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| NLM classification
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85.40bcl
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| Added Entry
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Cheverton, Peter.
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