TY  - BOOK
AU  - Heding,Tilde
AU  - Knudtzen,Charlotte F.
AU  - Bjerre,Mogens
TI  - Brand management: research, theory and practice 
SN  - 9781138804692 (pbk.) :
PY  - 2016///
CY  - London
PB  - Routledge
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Product management
KW  - Business and Management
KW  - eflch
KW  - ukslc
N1  - Previous edition: 2009; Includes bibliographical references and index; Specialized
N2  - 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
ER  -