Brand Management: Research, Theory and Practice - Couverture souple

Heding, Tilde

Couverture souple

ISBN 10 : 113880469X ISBN 13 : 9781138804692

Editeur : Routledge, 2015

Synopsis

For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive.

BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?'

This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.

A propos du livre

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 as well as institutions. Mogens Bjerre is an associate professor at Copenhagen Business School and has published widely in the areas of franchising, key account management, strategic relationship marketing and retailing.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2015
• Langue: anglais
• ISBN 10: 113880469X
• ISBN 13: 9781138804692
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 324
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible