Brand management :
Heding, Tilde,
Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. - Second edition. - xiv, 307 pages : illustrations (black and white)
Previous edition: 2009.
Includes bibliographical references and index.
This text provides an overview of different schools of thought in brand management, and deep insight into the opening question of almost every brand management course: 'What is a brand?' With an exhaustive scientific analysis of various approaches to brand management developed over the past 30 years, it also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
Specialized.
9781138804692 (pbk.) : £34.99 113880469X
Branding (Marketing)
Brand name products.
Product management.
Business and Management.
Business and Management.
Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. - Second edition. - xiv, 307 pages : illustrations (black and white)
Previous edition: 2009.
Includes bibliographical references and index.
This text provides an overview of different schools of thought in brand management, and deep insight into the opening question of almost every brand management course: 'What is a brand?' With an exhaustive scientific analysis of various approaches to brand management developed over the past 30 years, it also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
Specialized.
9781138804692 (pbk.) : £34.99 113880469X
Branding (Marketing)
Brand name products.
Product management.
Business and Management.
Business and Management.
