Strategic Brand Management

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9780199260003: Strategic Brand Management
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Reseña del editor:

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. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.

Biografía del autor:

Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Oxford University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising, dysfunctional consumer behaviour, and consumption and self-identity issues. Larry Percy is a Visiting Professor at the Copenhagen Business School and at Stockholm University, and is an international consultant in marketing communications and brand strategy. Recent clients have included organizations such as NASA (the National Aeronautics and Space Administration in the US) and Interbrew. He has worked in strategic planning for a number of leading world-wide advertising agencies, including Young & Rubicam and Lintas; and has taught at several graduate business schools in both the US and Europe, such as the Luiss School of Management in Rome, University of Pittsburg Katz Graduate School of Business, and Oxford University Said Business School. He has authored or co-authored 10 books in the areas of marketing communication and strategy, and has contributed over 80 articles and papers to the field.

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9780199565214: Strategic Brand Management

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ISBN 10:  019956521X ISBN 13:  9780199565214
Editorial: OUP Oxford, 2011
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Richard Elliot & Larry Percy
ISBN 10: 0199260001 ISBN 13: 9780199260003
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Descripción Softcover. Condición: New. 1st edition.. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN may be different but similar contents as US editions. Standard delivery takes 5-9 business days by USPS/DHL with tracking number. Choose expedited shipping for superfast delivery 3-5 business days by UPS/DHL/FEDEX. We also ship to PO Box addresses but by Standard delivery and shipping charges will be extra. International Edition Textbooks may bear a label -Not for sale in the U.S. or Canada- etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. In case of orders from Europe, custom charges may comply by the relevant government authority and we are not liable for it. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Nº de ref. del artículo: ABE794

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Richard Elliot, Larry Percy
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Descripción Paperback. Condición: New. Softcover Book, New Condition, Fast Shipping. Ready in Stock. 1st Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. , Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Nº de ref. del artículo: 325293

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Richard Elliot, Larry Percy
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Elliott, Richard, Percy, Larry
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Descripción Oxford University Press, 2007. Paperback. Condición: New. Never used!. Nº de ref. del artículo: P110199260001

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Richard Elliott, Larry Percy
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Descripción Oxford University Press, USA, 2007. Paperback. Condición: New. Nº de ref. del artículo: DADAX0199260001

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Elliott, Richard/ Percy, Larry
Publicado por Oxford Univ Pr (2007)
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Descripción Oxford Univ Pr, 2007. Paperback. Condición: Brand New. 265 pages. 9.25x7.25x0.75 inches. In Stock. Nº de ref. del artículo: zk0199260001

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