图书简介

Contents: Introduction. Part I Developing a Brand Plan for a New Product: Market segmentation; External analysis - the starting point; The internal analysis - the next step; Joining-up the thinking; Formulating the strategy; Developing the brand strategy; Completing the plan. Part II Planning for an In-Line Brand: Reviewing the market size, value and competitor dynamics; Reviewing the brand situation; Setting new brand objectives; Planning for implementation; Reviewing the sales forecast; Building the brand through effective communication; Monitoring and controlling the implementation of the brand plan; Conclusion; Index.

Trade Policy 买家须知