Items related to Brand Management: Research, Theory and Practice
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.
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About the Author
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.
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Brand Management: Research, Theory and Practice
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Paperback. Condition: Fair. No Jacket. Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less 1.18. Seller Inventory # G113880469XI5N00
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Brand Management: Research, Theory and Practice
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Brand Management: Research, Theory and Practice
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Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9781138804692. Seller Inventory # 9628883
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