滿額折
Power Brands ─ Measuring, Making, and Managing Brand Success
商品資訊
ISBN13：9783527507818
出版社：John Wiley & Sons Inc
作者：Jesko Perrey; Tjark Freundt; Dennis Spillecke
出版日：2015/04/27
裝訂／頁數：精裝／330頁
規格：24cm*17cm*2.5cm (高/寬/厚)
版次：3
商品簡介
作者簡介
商品簡介
Brand success can be managed
What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMaticsR-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field:
- New research on the evolution of brand relevance - both in B2C and B2B.
- Two modular additions to the proven brand purchase funnel framework.
- All-new chapters on brand delivery, MROI, and digital brand management.
- Dozens of new case studies - from insights generation to brand promise definition.
- Six new in-depth interviews with distinguished international brand managers.
Brand success can be managed
What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMaticsR-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field:
- New research on the evolution of brand relevance - both in B2C and B2B.
- Two modular additions to the proven brand purchase funnel framework.
- All-new chapters on brand delivery, MROI, and digital brand management.
- Dozens of new case studies - from insights generation to brand promise definition.
- Six new in-depth interviews with distinguished international brand managers. 作者簡介
Dr. Jesko Perrey is a director in McKinsey & Company's Dusseldorf office. He is the global knowledge leader of McKinsey's Marketing & Sales Practice.
Dr. Dennis Spillecke is a principal in McKinsey & Company's Cologne office. He is the leader of McKinsey's Marketing & Sales Practice in Germany.
Dr. Tjark Freundt is a principal of McKinsey & Company. Based in Hamburg, he is a leader in McKinsey's global Branding Practice.
Dr. Dennis Spillecke is a principal in McKinsey & Company's Cologne office. He is the leader of McKinsey's Marketing & Sales Practice in Germany.
Dr. Tjark Freundt is a principal of McKinsey & Company. Based in Hamburg, he is a leader in McKinsey's global Branding Practice.
購物須知
外文書商品之書封，為出版社提供之樣本。實際出貨商品，以出版社所提供之現有版本為主。部份書籍，因出版社供應狀況特殊，匯率將依實際狀況做調整。
無庫存之商品，在您完成訂單程序之後，將以空運的方式為你下單調貨。為了縮短等待的時間，建議您將外文書與其他商品分開下單，以獲得最快的取貨速度，平均調貨時間為1~2個月。
為了保護您的權益，「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨，請在商品鑑賞期內寄回，且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。