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Branding policy

“An excellent overview of all aspects that concern the management of a brand. A really nice work. "
Prof. Dr. Dr. h.c. mult. Hermann Simon, founder and chairman of Simon-Kucher & Partners

"One of the best books on brand policy that is currently on the market."
Prof. Dr. Dr. h.c. Klaus Backhaus, Westfälische Wilhelms-Universität Münster

“Baumgarth's work can be recommended without reservation as a textbook. But also practitioners receive a systematic overview of problems and possible solutions of brand policy and thus suggestions for daily business. "
Prof. Dr. Manfred Bruhn, University of Basel, in: "Business Administration"

"Carsten Baumgarth's specialist book is brand new again in terms of content and deals with the topic comprehensively."
Prof. Dr. Karsten Kilian, University of Würzburg-Schweinfurt and initiator of the brand portal www.markenlexikon.com

"What makes the book unique is the detailed and intelligently commented presentation of the methodology and results of many international original studies on which the knowledge conveyed in the book is based."
Prof. Dr. Andreas Strebinger, York University, Canada

In the fourth edition, all chapters have been revised and current examples have been included. New developments for the internal anchoring of the brand in the company, for B-to-B brands and international brand management have been integrated.

Prof. Dr. Carsten Baumgarth is Professor of Marketing, especially Brand Management, at the Berlin School of Economics and Law. He is also the founder and chairman of the advisory board of the brand consulting company "Baumgarth & Baumgarth - Brandconsulting".

 

Keywords

B2B brands Brand branding BtoB brands Brand Brand experience Brand image Brand management Brand positioning Brand strategy

Authors and affiliations

  1. 1.FB Economics, University of Economics and Law BerlinGermany

About the authors

Prof. Dr. Carsten Baumgarth is Professor of Marketing, especially Brand Management, at the Berlin School of Economics and Law. He is also the founder and chairman of the advisory board of the brand consulting company "Baumgarth & Baumgarth - Brandconsulting".

Bibliographic information

  • Book Title Brand Policy
  • Book Subtitle Brand theories, brand effects, brand management, brand controlling, brand contexts
  • AuthorsCarsten Baumgarth
  • DOIhttps: //doi.org/10.1007/978-3-8349-4408-5
  • Copyright InformationSpringer Fachmedien Wiesbaden2014
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-8349-4407-8
  • eBook ISBN978-3-8349-4408-5
  • Edition Number4
  • Number of PagesXVI, 525
  • Number of Illustrations272 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
  • Buy this book on publisher's site