Brand Management: Research, Theory and Practice

Tilde Heding; Charlotte F. Knudtzen; Mogens Bjerre

ISBN 10: 041544327X ISBN 13: 9780415443272
Editorial: Routledge, 2009
Usado Paperback

Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America Calificación del vendedor: 5 de 5 estrellas Valoración 5 estrellas, Más información sobre las valoraciones de los vendedores

Vendedor de AbeBooks desde 2 de julio de 2009

Este artículo en concreto ya no está disponible.

Descripción

Descripción:

May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. N° de ref. del artículo G041544327XI4N00

Denunciar este artículo

Sinopsis:

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

This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand.

Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

Acerca del autor:

Tilde Heding and Charlotte F. Knudtzen both lecture in Strategic Brand Management at Copenhagen Business School, Denmark. Tilde and Charlotte have published widely, while also running their own brand management consultancy, Heding & Knudtzen.

Mogens Bjerre is associate professor of Marketing at Copenhagen Business School, Denmark. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.

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

Detalles bibliográficos

Título: Brand Management: Research, Theory and ...
Editorial: Routledge
Año de publicación: 2009
Encuadernación: Paperback
Condición: Very Good
Condición de la sobrecubierta: No Jacket

Los mejores resultados en AbeBooks