Harvard business review on marketing
Material type:
TextPublication details: Boston Harvard Business School Press 2001Description: vii, 182pISBN: - 978-1-57851-804-3
- HF 5415 .K64 2001
| Item type | Current library | Call number | Status | Date due | Barcode | |
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Book
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AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | HF 5415 .K64 2001 (Browse shelf(Opens below)) | Available | 13017 |
Explains the importance and value of building and managing proper brands. Presents some of the characteristics of strong brands which include delivering the benefits customers through desire, pricing, marketing strategy and consistency. Looks at the management considerations when branding and emphasises on support and sustainability of the product. Stresses the importance of grading a brand according to how well it addresses different dimensions.
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