TY  - BOOK
AU  - De Chernatony,L.
TI  - From brand vision to brand evaluation: the strategic process of growing and strengthening brands 
SN  - 9780080966649 (ebook)
PY  - 2010///
CY  - Amsterdam, London
PB  - Butterworth-Heinemann
KW  - Brand name products
KW  - Trademarks
KW  - Product management
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing
KW  - thema
KW  - Business & Management
KW  - Management & management techniques
KW  - Industry & industrial studies
KW  - lcsh
N1  - Previous ed.: Oxford: Butterworth-Heinemann, 2006; Includes bibliographical references and index; Also available in printed form ISBN 9781856177733; Electronic reproduction; Askews and Holts; Mode of access: World Wide Web
N2  - Presenting the reader with practical applications for brand enhancement, this work offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation; Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy
UR  - http://www.vlebooks.com/vleweb/product/openreader?id=WestLondon&isbn=9780080966649
ER  -