Strategic Brand Management - Couverture souple

Rosenbaum-Elliott, Richard; Percy, Larry

Couverture souple

ISBN 10 : 0199260001 ISBN 13 : 9780199260003

Editeur : OUP Oxford, 2006

Synopsis

Book by Elliott Richard Percy Larry

A propos du livre

Présentation de l'éditeur :

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.

Revue de presse :

Some wonderful crisp incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding. (Jim Freund, University of Lancaster)

I find it an interesting read. I appreciate the in-depth psychological discussions and students will be happy with a short branding book. (Csilla Horváth, Radboud University Nijmegen)

À propos de cette édition

• Éditeur: OUP Oxford
• Date d'édition: 2006
• ISBN 10: 0199260001
• ISBN 13: 9780199260003
• Reliure: Broché
• Nombre de pages: 288