Management for Professionals

Brand Growth Barriers

Identify, Understand, and Overcome Them

Authors: Krüger, Ralph, Stumpf, Andreas

  • Presents the Brand Growth Barrier Model to systematically identify, understand, and overcome growth barriers
  • Case studies from well-known brands of different categories to clearly understand the underlying theory
  • Checklists for quick reference
  • Clear and practical Question and Answer system to help marketeers focus on main tasks​
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Buy this book

eBook $59.99
price for USA (gross)
  • ISBN 978-3-642-37108-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $79.99
price for USA
  • ISBN 978-3-642-37107-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $79.99
price for USA
  • ISBN 978-3-642-43749-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

How can a brand - whether products or services, B2B or B2C, big or small - get back onto a growth track, even in economically difficult times? According to the two brand leadership experts Ralph Krüger and Andreas Stumpf, this can only be achieved by systematically overcoming growth barriers. In this book they present their Brand Growth Barrier Model, which makes it possible for businesses to identify, understand and overcome the barriers to and in their own brands. Case studies from well known brands of different categories, useful checklists for daily business and a clear, practical Question and Answer System on all relevant issues make this book an indispensable guide - not only for marketing experts but also for chief executives and responsible parties in sales and controlling. ​

About the authors

Ralph Krüger and Andreas Stumpf were Brand Managers at Procter & Gamble for several years before they founded their own company Advanced Marketing Consulting in Frankfurt in 1999. Together with their team, the authors advise and support numerous national and international enterprises from the consumer goods and finance industries such as Bayer, Beiersdorf, Deutsche Bank, Nestlé, Pepsico, SCA and Wrigley, as well as companies active in B2B marketing and sales such as Bosch or Heraeus Kulzer. The authors’ core competence lies in the systematic development of growth strategies – based on their own brand leadership approach – to generate sustainable growth for brands.

Table of contents (6 chapters)

  • The Wonderful World of Growing Brands

    Krüger, Ralph (et al.)

    Pages 1-14

  • Requirements of Growth-Oriented Brand Management

    Krüger, Ralph (et al.)

    Pages 15-31

  • Identifying Growth Barriers

    Krüger, Ralph (et al.)

    Pages 33-50

  • Understanding Growth Barriers

    Krüger, Ralph (et al.)

    Pages 51-74

  • Overcoming Growth Barriers

    Krüger, Ralph (et al.)

    Pages 75-107

Buy this book

eBook $59.99
price for USA (gross)
  • ISBN 978-3-642-37108-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $79.99
price for USA
  • ISBN 978-3-642-37107-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $79.99
price for USA
  • ISBN 978-3-642-43749-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Brand Growth Barriers
Book Subtitle
Identify, Understand, and Overcome Them
Authors
Series Title
Management for Professionals
Copyright
2013
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-642-37108-0
DOI
10.1007/978-3-642-37108-0
Hardcover ISBN
978-3-642-37107-3
Softcover ISBN
978-3-642-43749-6
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XIV, 137
Topics