In Strategic Brand Management (3rd Edition), Alexander Chernev , professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands.
This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value.
Topics covered include developing a meaningful value proposition, designing.
Cerebellum Press Strategic brand management, 3rd edition, hardcover/alexander chernev
