Heding, Tilde, <br/><br/>
Brand management :  research, theory and practice / 
Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. 
 - Second edition. 
 - xiv, 307 pages :  illustrations (black and white) 
<br/><br/> Previous edition: 2009. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/> Specialized. 
<br/><br/><label>ISBN: </label>9781138804692 (pbk.) :  £34.99 113880469X 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Brand name products.<br/>Product management.<br/>Business and Management.<br/>Business and Management.