Contemporary Brand Management
- Johny K. Johansson - Georgetown University, McDonough School of Business, USA
- Kurt A. Carlson
"Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects."
"The narrative mini-case studies humanize the subject and make theory and process real."
"The writing was very clear. I believe students would find it an easy book to read and understand."
a) A very practical and useful textbook
b) Very plausible text and cases
c) Would like to see some opportunity for us lecturers to interact with the author
d) Recommend that book not only to my students
Great book with lots of supporting examples. Topics covered matched our syllabus.
This book is essential for marketing students who prefer to detail in branding.The book is not only present the branding theory, but also show the practical implication step-by-step. For technical terms, this book provide a very clear definition more than other book I've ever read. So, I recommend all marketing students to buy this book for extending your knowledge in branding.
Perfect fit for my undergraduate brand development and management course.
I currently use this for a senior level undergraduate course in branding. This book is very well organized, discussing the fundamentals of branding and brand management, in national and international context.
This is the most concise and focused text about contemporary elements of branding and brand management.
The book gives a comprehensive overview on basic principles of branding and is well suited for getting a quick understanding of the topic. The examples illustrate very well the theoretical concepts.
