Brand Management. Textbook
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This textbook was prepared by teachers of the Department of Marketing of the Faculty of Economics of Moscow State University named after MV Lomonosov and is intended for students studying in the field of "Marketing". It reveals the concept of brand and its values, identity and building brands, analyzes a set of problems associated with such a multidimensional concept as brand capital. The manual was prepared on the basis of the experience of teaching academic disciplines "brand management" and "marketing", as well as taking into account the practice of interaction with companies represented in the Russian market.
First of all, this textbook can be used in the educational process by students of the magistracy, as well as those who study at MBA programs. It will also help students of undergraduate in mastering the marketing course on the topic "management of brands", and can also be useful for all those who work or conduct scientific research in the field of marketing
First of all, this textbook can be used in the educational process by students of the magistracy, as well as those who study at MBA programs. It will also help students of undergraduate in mastering the marketing course on the topic "management of brands", and can also be useful for all those who work or conduct scientific research in the field of marketing
Author:
Author:Очаковская Марина Станиславовна, Герасименко Валентина Васильевна
Cover:
Cover:Hard
Category:
- Category:Business & Money
Publication language:
Publication Language:Russian
Paper:
Paper:Offset
Age restrictions:
Age restrictions:16+
ISBN:
ISBN:978-5-392-38319-1
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