TY  - BOOK
AU  - Foroudi,Pantea
AU  - Palazzo,Maria
TI  - Contemporary issues in branding
SN  - 9781138368545 (pbk.) :
AV  - HF5415.1255 .C665 2020
PY  - 2020///
CY  - London
PB  - Routledge
KW  - Branding (Marketing)
KW  - Marketing channels
KW  - Business and Management
KW  - ukslc
N1  - Includes bibliographical references and index
N2  - Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally
ER  -