How Brands Grow: What Marketers Don't Know
How Brands Grow: What Marketers Don't Know
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品牌如何成长：营销人员不知道的事情
DOI：
10.1108/10610421211215715
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发表时间：
2012
影响因子：
5.6
通讯作者：
M. Glynn
中科院分区：
文献类型：
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作者：
M. Glynn
对于每一个商科学生来说，一个重要的考虑因素是：“当我毕业时，我应该为什么类型的公司工作？在一家拥有强大品牌的公司工作会更有益，还是在一家拥有小品牌的公司工作会提供更多的机会？”这样的职业问题在市场营销教科书中通常不会涉及。然而，这本书确实提供了一些见解，什么样的生活是喜欢的管理者和所有者的大小品牌，因为它涉及的优势和劣势的品牌规模。首先，这本书是针对营销从业人员和它的标题有直接的吸引力，因为公司都希望他们的品牌成长。第二个读者，将有兴趣了解解决一些常见的营销问题所遇到的经理。在一个紧凑的文本200页，这卷的读者不仅应该有他们的理解品牌管理增加，但也有一些流行的营销“神话”消除。
For every business student an important consideration is:“What type of firm should I work for when I graduate? Would a career be more beneficial in a firm with strong brands or would firms with small brands provide more opportunity?” Such career questions are not normally dealt with in marketing textbooks. However, this book does provide some insights as to what life is like for managers and owners of both large and small brands as it deals with the advantages and disadvantages of brand size.First, this book is aimed at marketing practitioners and its title has immediate appeal, as firms all want their brands to grow. Second readers, will be interested in learning about solutions to some of the common marketing problems encountered by managers. In a compact text of 200 pages, readers of this volume should not only have their understanding of brand management increased but also have some of the popular marketing “myths” dispelled.