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Published: 02 November 2017

272 Pages

7-1/2 x 9-1/4 inches

ISBN: 9780190646004

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Bookseller Code (04)

Strategic Brand Management

Lessons for Winning Brands in Globalized Markets

Deborah Roedder John and Carlos J. Torelli

  • Concise: Each chapter focuses on the essential concepts that managers need to master and the key guidelines for the most important issues facing firms.
  • Flexible: This book can be used in a variety of class formats, including semester, quarter, condensed, and executive-education classes.
  • Evidence-based: The content is solidly grounded in branding research conducted by the authors and other experts in the field.
  • Case-based: Mini case studies and activities are provided for group discussion.
  • Actionable: The book provides readers with actionable concepts and management guidelines that identify specific steps that managers can take to successfully build and manage their brands.
  • Global/Cultural Perspective: A cutting-edge discussion of cultural and ethnic issues that face brand managers in today's global marketplace guides readers through the process of building culturally relevant brands.

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