Strategic Brand Management - Couverture souple

Rosenbaum-Elliott, Richard

Couverture souple

ISBN 10 : 019956521X ISBN 13 : 9780199565214

Editeur : Oxford University Press, 2011

Synopsis

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. Whilst adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning. Building on a solid theoretical underpinning, it provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, enabling students to understand the practical application of Brand Management, whilst the framework for the book separates a brand's concept into functional and emotional parts. By using a wealth of new and up-to-date illustrative examples and case material that will appeal to international and UK students, the authors have ensured the text remains not only cutting edge in terms of academic theory but accessible for student readers. The wide experience of the author team, from consulting with industry and teaching on demanding MBA and executive development courses, means that the complex and exciting ideas presented in this edition are firmly grounded in managerial implications and applications. For this edition the authors have provided much greater integration between the book and the online resource centre by linking examples and brands used in the text to the URLs provided on the lecturer resource, thus allowing students ready access to examples that contextualise the theory. The new edition of the text will be supported by a completely updated and expanded Online Resource Centre: Student Resources: Web links (new) Web exercises (new) Glossary of terms Lecturer Resources: Powerpoint slides (updated & extended) Resource Box - links and references for multi media / print / film / TV clips that are relevant for lecturers to demonstrate strategic branding issues

A propos du livre

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: Oxford University Press
• Date d'édition: 2011
• ISBN 10: 019956521X
• ISBN 13: 9780199565214
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 320