Foundations in strategic management 4th edition

First the authors provide a framework that gives the definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, measure, and manage brand equity. Besides offering information on broad, fundamentally important branding topics, this text also includes numerous science of branding boxes showing in-depth treatment of cutting-edge ideas and concepts.

To maximize relevance, numerous examples illuminate the discussion of virtually every topic, and over Branding Briefs provide more in-depth examinations of selected topics or brands. Depth: The material in this book is presented in the context of a conceptual framework that's comprehensive, internally consistent and cohesive, and well grounded in the academic and practitioner literature.

New to This Edition. New and u pdated Branding Briefs and in-text examples: May of the New Branding Briefs and numerous in-text examples have been added. Additional academic references: As noted, the branding area continues to receive concerted academic research attention. Accordingly, each chapter incorporates new references and sources for additional study.

Tighter chapters: Chapters have been trimmed and large boxed material carefully screened to provide a snappier, more concise read. Stronger visuals: The text includes numerous engaging photos and graphics. Share a link to All Resources. Instructor Resources. Previous editions. Relevant Courses. Sign In We're sorry! Username Password Forgot your username or password?

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