Buy Textbooks  |  Rent Textbooks  |  Sell Textbooks  |  eTextbooks
Help  |  Questions? 1-877-292-6442
Hello, Sign In
Your Account
0

Handbook of Brand Management - 92 edition

Handbook of Brand Management (ISBN10: 0201632799; ISBN13: 9780201632798)
ISBN13: 978-0201632798
ISBN10: 0201632799

Summary: 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 Managementexplains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers' actual questions about brands, this
essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name's financial value. They find insights in the examples of Schering-Plough ''stretching'' the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers' minds, and many other popular brand-name products.
...show more
Summary: 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 Managementexplains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers' actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name's financial value. They find insights in the examples of Schering-Plough ''stretching'' the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers' minds, and many other popular brand-name products. ...show less

Edition/Copyright: 92
Cover: Hardcover
Publisher: Perseus Press
Published: 03/28/1993
International: No



List Price: $37.50
Used  Currently Sold Out
New  Currently Sold Out
Rental $30.99
Due back 08/14/2015
Rental
Save $6.51 (17%)
  • Free return shipping
  • In stock
  • 21-day satisfaction guarantee
CDs or access codes may not be included
Marketplace sellers starting at $1.99

45 more offers below.

The Marketplace on Textbooks.com
Additional Sellers for Handbook of Brand Management
Just for you, we curate a growing list of independent booksellers, giving you even MORE choices when shopping for your textbooks.
Keep in mind: Marketplace orders do NOT qualify for free shipping. More about the MarketplaceMore about the Marketplace

Filter by:   All (45)  |  New (9)  |  Like New (8)  |  Very Good (14)  |  Good (13)  |  Acceptable (1)

Price
 
Condition
Seller
Comments
$39.00
+$3.99 s/h
Add marketplace to your cart
New
Barnes & Noble.com
Various Shipping Locations, USA
Seller Rating: 5
Brand new, ships from the closest shipping location to your shipping address!
$1.99
+$3.99 s/h
Add marketplace to your cart
Good
Sierra Nevada Books
Reno, NV
Seller Rating: 4.56
Ex-Library Book - will contain Library Markings. Book has some visible wear on the binding, cover, pages. Biggest little used bookstore in the world.
$1.99
+$3.99 s/h
Add marketplace to your cart
VeryGood
Yankee Clipper Books
Windsor Locks, CT
Seller Rating: 4.57
Very good condition book with only light signs of previous use. Sail the Seas of Value
$1.99
+$3.99 s/h
Add marketplace to your cart
VeryGood
thriftbooks-com
Auburn, WA
Seller Rating: 4.57
Ex-Library Book - will contain Library Markings. Book has appearance of light use with no easily noticeable wear. Millions of satisfied customers and climbing. Thriftbooks is the name you can trust, g ...show moreuaranteed. Spend Less. Read More. ...show less
$1.99
+$3.99 s/h
Add marketplace to your cart
VeryGood
Springys Treasures MI
Irons, MI
Seller Rating: 4.67
1993-03-21 Hardcover Very Good Minimal wearWe ship daily! ! !
$1.99
+$3.99 s/h
Add marketplace to your cart
Good
Silver Arch Books
St Louis, MO
Seller Rating: 4.59
Book has a small amount of wear visible on the binding, cover, pages. Selection as wide as the Mississippi.
$1.99
+$3.99 s/h
Add marketplace to your cart
VeryGood
AtlantaBookCompany
Atlanta, GA
Seller Rating: 4.59
Light wear to edges and pages. Cover and spine show no easily noticeable damage. A tradition of southern quality and service. All books guaranteed at the Atlanta Book Company. Our mailers are 100% rec ...show moreyclable. ...show less
$1.99
+$3.99 s/h
Add marketplace to your cart
Good
Books Squared
Dallas, TX
Seller Rating: 4.59
Only lightly used. Book has minimal wear to cover and binding. A few pages may have small creases and minimal underlining. Book selection as BIG as Texas.
$1.99
+$3.99 s/h
Add marketplace to your cart
VeryGood
AtlantaBookCompany
Atlanta, GA
Seller Rating: 4.59
Light wear to edges and pages. Cover and spine show no easily noticeable damage. A tradition of southern quality and service. All books guaranteed at the Atlanta Book Company. Our mailers are 100% rec ...show moreyclable. ...show less
$1.99
+$3.99 s/h
Add marketplace to your cart
Good
GreenEarthBooks
Portland, OR
Seller Rating: 4.57
Light shelving wear with minimal damage to cover and bindings. Pages show minor use. Help save a tree. Buy all your used books from Green Earth Books. Read. Recycle and Reuse.
$1.99
+$3.99 s/h
Add marketplace to your cart
LikeNew
MotorCityBooks
Brownstown, MI
Seller Rating: 4.59
Straight spine with no creases. Cover has no damage and pages show little wear. With pride from Motor City. All books guaranteed. Best Service, Best Prices.
Page:   1     2     3     4     5     |   Next >
Close
Close
Close