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From world-renowned brand expert and bestselling author, Dr. Paul Temporal, comes the second edition of Advanced Brand Management: Managing Brands in a Changing World (Wiley 2010).
This revised edition explains how to develop, manage and sustain brand value in a sophisticated market and includes contemporary topics such as revolutionary online and new media branding strategies. The book takes a truly global perspective, with more than 40 case studies from top companies around the world, and discusses both successful and unsuccessful international brand management initiatives to illustrate practical applications of the topics covered. New cases include Google, Twitter, MySpace, Facebook, Zara, Opus, Chivas Regal, MTV, P&G, Coca-Cola, Absolut, Nike, LG, Apple, The Obama presidential campaign and many more.
Also featured within is a brand management toolkit – an invaluable collection of questions, exercises, and notes culled from Dr. Temporal’s wealth of experience – to provide readers with their own personal consultancy checklists and support.
Easy-to-read and with cogent takeaways, Advanced Brand Management will be an excellent resource for corporate strategists, marketers and anyone interested in developing advanced brand management strategies to ensure lasting brand value.
About the Author
Dr. Paul Temporal is Asia's leading global expert on brand strategy and management. He has over 25 years of experience in consulting and training, and is a much sought after speaker. He has consulted for many of the top corporations and governments in Asia and across the world, and is well known for his practical and results-oriented approach. He is an Associate Fellow at the University of Oxford's Said Business School and Green Templeton College, as well as a Visiting Professor in Marketing at Shanghai Jiao Tong University, China.
Dr. Temporal has published numerous bestselling books, including Branding in Asia, Romancing the Customer, Hi-Tech Hi-Touch Branding, Asia's Star Brands, and The Branding of MTV. He is group managing director at Temporal Brand Consulting and can be contacted at temporalbrand.com/.
About Wiley
Founded in 1807, John Wiley & Sons, Inc. (wiley.com) has been a valued source of information and understanding for over 200 years, helping people around the world meet their needs and fulfill their aspirations. Since 1901, Wiley and its acquired companies have published the works of more than 400 Nobel laureates in all categories: Literature, Economics, Physiology/Medicine, Chemistry, Physics and Peace.
Our core businesses include scientific, technical, medical and scholarly journals, encyclopedias, books, and online products and services; professional/trade books, subscription products, training materials, and online applications and websites; and educational materials for undergraduate and graduate students and lifelong learners. Wiley's global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada and Australia. The Company's website can be accessed at wiley.com. The Company is listed on the New York Stock Exchange under the symbols JWa and JWb.
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