Brand Management: Mastering Research, Theory and Practice - Tapa blanda

Heding, Tilde

 
9780367172589: Brand Management: Mastering Research, Theory and Practice
Tapa blanda
ISBN 10: 0367172585 ISBN 13: 9780367172589
Editorial: Routledge, 2020

Sinopsis

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the ’quick fixes’ of branding, it offers a comprehensive overview of brand management theories from the last 35 years.

A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought - offering depth, breadth and precision to one of the most elusive management disciplines of our time.

Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

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, Denmark.

Mogens Bjerre is an associate professor at Copenhagen Business School, Denmark, and has published widely.

De la contraportada

This is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the "quick fixes" of branding, it offers a comprehensive overview of brand management theories from the last 35 years.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2020
Idioma
Inglés
ISBN 10 
0367172585
ISBN 13 
9780367172589
Encuadernación
Tapa blanda
Número de edición
3
Número de páginas
338
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780367172572: Brand Management: Mastering Research, Theory and Practice

Edición Destacada

ISBN 10:  0367172577 ISBN 13:  9780367172572
Editorial: Routledge, 2020
Tapa dura