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John D., Torelli C. Strategic Brand Management: Lessons for Winning Brands in Globalized Markets

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John D., Torelli C. Strategic Brand Management: Lessons for Winning Brands in Globalized Markets
Oxford University Press, 2017. — 269 p. — ISBN 9780190646004.
Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.
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