Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre.
Publisher: London : Routledge, 2016Edition: Second editionDescription: xiv, 307 pages : illustrations (black and white)Content type:- text
- still image
- unmediated
- volume
- 9781138804692 (pbk.) :
- 113880469X
- 23
| Item type | Home library | Class number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| 2 week loan | Hockney Library Main Floor | 658.827/HED (Browse shelf(Opens below)) | Available | 7412217158 |
Browsing Hockney Library shelves, Shelving location: Main Floor Close shelf browser (Hides shelf browser)
| 658.827/DAN Brands / | 658.827/DAN Brands / | 658.827/DRE Online branding / | 658.827/HED Brand management : | 658.827/HOL How brands become icons : | 658.827/JOH Branding in five and a half steps : | 658.827/KOT B2B brand management / |
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.
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