Power Brands: Measuring, Making and Managing Brand Success Год выпуска: 2007Автор: Hajo Riesenbeck, Jesko PerreyИздательство: Страниц: 274ISBN: 3527502823Описание Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.
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telegera kaloda, 23.07 Спасибо Вам огромное за помощь. Защитился на отлично. Удачи Вам. Вы меня просто спасли)))))
