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Strategic brand management / Richard Rosenbaum-Elliott, Larry Percy & Simon Parvan.

By: Rosenbaum-Elliott, RichardContributor(s): Percy, Larry | Pervan, SimonMaterial type: TextTextPublication details: Oxford : Oxford University Press, c2011Edition: 2nd editionDescription: xv, 303 p. : ill. ; 25 cmISBN: 9780199565214 (pbk.) :; 019956521X (pbk.) :Subject(s): Product management | Product management -- Case studies | Brand name products | Strategic planning | Business and ManagementDDC classification: 658.8'27 Summary: This volume approaches the subject of brand management from a 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. It also integrates more traditional notions of the brand in terms of equity and positioning.
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Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.827 ROS (Browse shelf(Opens below)) Available 06143628
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Previous ed.: published as by Richard Elliott, Larry Percy. 2007.

Includes bibliographical references and index.

This volume approaches the subject of brand management from a 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. It also integrates more traditional notions of the brand in terms of equity and positioning.

Specialized.

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