The Handbook of Brand Management

by David J. Arnold and David Arnold

Book Overview

A complete resource on managing brand names, the most powerful strategy in marketing. Brand names are now recognized as major corporate assets. Marketing managers must know the best strategies for... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0201632799
• ISBN13: 9780201632798
• Release Date: March 1993
• Publisher: Basic Books
• Length: 288 Pages
• Weight: 1.30 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