Articles liés à Brand Management: Mastering Research, Theory and Practice

Brand Management: Mastering Research, Theory and Practice - Couverture rigide

Heding, Tilde; Knudtzen, Charlotte F.; Bjerre, Mogens

 
9780367172572: Brand Management: Mastering Research, Theory and Practice
Couverture rigide
ISBN 10 : 0367172577 ISBN 13 : 9780367172572
Editeur : Routledge, 2020

Synopsis

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years.

A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought - offering depth, breadth and precision to one of the most elusive management disciplines of our time.

Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School, Denmark.

Mogens Bjerre is an associate professor at Copenhagen Business School, Denmark, and has published widely.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2020
Langue
anglais
ISBN 10 
0367172577
ISBN 13 
9780367172572
Reliure
Relié
Numéro d'édition
3
Nombre de pages
338
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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