The Handbook of Brand Management

by David J. Arnold and David Arnold

Book Overview

Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value. The Handbook of Brand Management explains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers'...

• Format: Hardcover
• Language: English
• ISBN: 0201632799
• ISBN13: 9780201632798
• Release Date: March 1993
• Publisher: Basic Books
• Length: 288 Pages
• Weight: 1.23 lbs.
• Dimensions: 1.0" x 6.4" x 9.5"

Customer Reviews

An authoritative compendium on Brand Management

David Arnold has succeeded in bridging the hiatus existing between fact and fiction;theory and practice. I find the book quite refreshing and exciting. No doubt, students and Marketing practitioners will find it handy and extremely useful