Strategic Brand Management (ILV)

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Course lecturer:

Mag.

 Alexander Tauchhammer

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Specialization AreaMarketing
Course numberM4.07741.30.070
Course codeStrMM
Curriculum2015
Semester of degree program Semester 3
Mode of delivery Presencecourse
SPPW2,0
ECTS credits4,0
Language of instruction German

No data available

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Kapferer, J.-N. (2012): The New Strategic Brand Management. Advanced insights and strategic thinking. 5th ed. London et al.: Kogan Page
Keller, K. (2012): Strategic Brand Management. Building, Measuring, and Managing Brand Equity. 4th ed. Global Edition. Harlow: Pearson Education Limited
Kotler, Ph. & Pförtsch, W. (2006): B2B-Brand Management: The Success Dimension of Business Brands. Berlin-Heidelber-New York: Springer
Pförtsch, W. & Schmid, M. (2005): B2B-Markenmanagement. Konzepte - Methoden - Fallbeispiele. München: Vahlen
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