Brand Management: Brand Strategy, Brand Implementation, and Brand Evaluation
暫譯: 品牌管理：品牌策略、品牌實施與品牌評估

Vogler, Oliver

Brand Management: Brand Strategy, Brand Implementation, and Brand Evaluation
  • 出版商: Springer Gabler
  • 出版日期: 2026-05-15
  • 售價: $2,100
  • 貴賓價: 9.5 折 $1,995
  • 語言: 英文
  • 頁數: 300
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3658502444
  • ISBN-13: 9783658502447
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

This textbook provides a practical approach to brand leadership, tailored for master's students in business schools, executive education participants, and brand management professionals. Built around the proprietary framework - The Brand Management Clock Face - the book is structured into twelve chapters that systematically address key management challenges across a brand's lifecycle. The content combines well-established academic concepts with years of hands-on brand management experience. It bridges the strategic clarity of German brand identity models with the action-oriented mindset of American and French brand leadership.
This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.

商品描述(中文翻譯)

這本教科書提供了一種實用的品牌領導方法，專為商學院的碩士生、執行教育參與者以及品牌管理專業人士量身打造。該書圍繞專有框架 - 品牌管理時鐘面 - 結構分為十二章，系統性地解決品牌生命周期中的關鍵管理挑戰。內容結合了成熟的學術概念與多年實務品牌管理經驗。它將德國品牌識別模型的戰略清晰性與美國和法國品牌領導的行動導向思維相結合。這本教科書已被推薦並為德國、奧地利和瑞士的大學課程開發。

作者簡介

Prof. Dr. Oliver Vogler teaches brand management at the ISM International School of Management in Munich, where he was a full faculty member until summer 2025 and now serves as an honorary professor. He has held international senior management positions in general management, corporate strategy, brand leadership, and marketing for more than a decade. From 2015 to 2022, he led the global brand introduction of the "$2 billion startup" LEDVANCE. Recently, he became Chief Purchasing and Marketing Officer for Rexel in Germany.

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作者簡介(中文翻譯)

奧利佛·福格勒教授（Prof. Dr. Oliver Vogler）在慕尼黑的國際管理學院（ISM International School of Management）教授品牌管理，直到2025年夏季他是全職教員，現在擔任名譽教授。他在一般管理、企業策略、品牌領導和行銷方面擔任國際高級管理職位超過十年。從2015年到2022年，他負責全球品牌推出的「20億美元初創公司」LEDVANCE。最近，他成為德國Rexel的首席採購和行銷官。

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