Mingyang YU
Research Field: Brand Strategy and Management, Enterprise Development Strategy and Marketing Management, Advertising and Public Relations
Mingyang YU received his BS in Philosophy from Zhejiang University, MS in Economics from Fudan University, Ph.D. in Marketing from Fudan University and his Post Doctoral Education(I) in Marketing from Fudan University and Post Doctoral Education(II) in Marketing from Beijing University. He has earned awards for national wide best selling books, national wide academic achievements, and outstanding contributions for social science. In addition, he is also the Academician of International Information Academe of the UN.
His current research and interests include brand and brand building, brand crisis management, brand innovation and global brand management. He is the author of 130 articles and 68 books and his wide accepted theories include: the theory of brand life-time, the evaluation model of brand extension, the interaction structure of advertising and public administration, the theory of core concept image of public relations. His courses are opened for Doctoral students, Postgraduate students, University students, EMBA, MBA, Government Officers, CEO programs, which include Brand Strategy and Management, Advertising and Public Relations, Competitive Strategy, and Marketing Management.
website: http://www.acem.sjtu.edu.cn/faculty/yumingyang.html