Brand Management: A Theoretical and Practical Approach - Tapa blanda

Acerca del autor

Charlotte y Peter Fiell son dos autoridades en historia, teoría y crítica del diseño y han escrito más de sesenta libros sobre la materia, muchos de los cuales se han convertido en éxitos de ventas. También han impartido conferencias y cursos como profesores invitados, han comisariado exposiciones y asesorado a fabricantes, museos, salas de subastas y grandes coleccionistas privados de todo el mundo. Los Fiell han escrito numerosos libros para TASCHEN, entre los que se incluyen 1000 Chairs, Diseño del siglo XX, El diseño industrial de la A a la Z, Scandinavian Design y Diseño del siglo XXI.

De la contraportada

Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure. Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands.

Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.

"This has got to be one of the most comprehensive publications on branding ever produced. There is nothing like it in terms of subject breadth and depth. It is a must for undergraduates studying specialist marketing degrees or postgraduates and higher degree students", Richard West, consultant and Visiting Lecturer, Westminster Business School, University of Westminster.

"The text is packed full of up to date material including numerous cases on individual companies that reflect contemporary practice and this adds credence to much of the theory", Geoff Lancaster, Professor of Marketing, University of North London, Chairman Durham Associates Group Ltd, Castle Eden and Chief Examiner, Institute of Sales and Marketing Management.

Brand Management: A theoretical and practical approach should be of particular interest to both undergraduate and postgraduate students studying for a general marketing qualification as well as those specialising in Brand Management, Product Branding or Corporate Image/Branding. It will also be of benefit to marketing and advertising practitioners and CIM students.

Rik Riezebos is Managing Consultant of Brand Capital (Rotterdam). He is also Director of the Erasmus Brand Management Centre, a knowledge centre of Erasmus University, Rotterdam and has been affiliated with Erasmus University since 1987.