Description
Seeing the world’s biggest brands gain ground over global markets, you can’t deny that the 36,00 students in Europe studying marketing will never understand their subject without knowing how branding works. This is the definitive introductory textbook in this crucial topic, an already hugely respected title and big seller in the field. It comes highly illustrated with over 50 brand new, real examples of influential marketing campaigns. The rigor of this book is balanced with learning outcomes, summaries, case studies and activities: even novices to the world of branding can rely on this book to get them up to speed. This is the book that lecturers rely on to get their students thinking critically and strategically about brand. This is highly anticipated new edition from the brand guru. Extensive teaching aids accompanying the book to download online. Spend less time learning to teach and more time teaching.
