Articles liés à The Handbook of Brand Management Scales

The Handbook of Brand Management Scales - Couverture souple

Zarantonello, Lia

 
9780415742962: The Handbook of Brand Management Scales
Couverture souple
ISBN 10 : 041574296X ISBN 13 : 9780415742962
Editeur : Routledge, 2015

Synopsis

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need.

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

À propos de l'auteur

Lia Zarantonello (PhD) is Professor of Marketing at University of Roehampton, UK. Her previous appointments include IÉSEG School of Management, France, and Bocconi University, Italy. She was also visiting scholar at Columbia Business School, USA.

Véronique Pauwels-Delassus (PhD) is Associate Professor of Marketing and Academic Director of the MSc in Digital Marketing and CRM at IÉSEG School of Management (LEM-CNRS), part of the Catholic University of Lille in France. Prior to entering the academic world, Dr Pauwels-Delassus was the marketing director for an international food company.

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
2015
Langue
anglais
ISBN 10 
041574296X
ISBN 13 
9780415742962
Reliure
Broché
Nombre de pages
330
Coordonnées du fabricant
non disponible
Personne responsable
GPSR Kontakt
gpsr@libri.de

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