Strategic Brand Management

This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. This book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

Sales is a CEO's job, or at least it should be. But many entrepreneurs and managers come from other disciplines such as legal, production or product marketing – or they may have inherited the business. In most companies, a sales director is responsible for the operational management of the sales department. However, sales also need to be considered strategically, in terms of the business, the products or even the target market, for which many entrepreneurs or sales managers unfortunately lack the time or even the knowledge.