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Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre.

By: Heding, Tilde [author.]Contributor(s): Knudtzen, Charlotte F [author.] | Bjerre, Mogens, 1959- [author.]Material type: TextTextPublisher: London : Routledge, 2015Edition: 2nd editionDescription: 314 pages : illustrations (black and white)Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781138804692 (pbk.) :Subject(s): Branding (Marketing) | Brand name products | Product management | Business and Management | Business and ManagementDDC classification: 658.8'27 Summary: This text provides an overview of different schools of thought in brand management, and deep insight into the opening question of almost every brand management course: 'What is a brand?' With an exhaustive scientific analysis of various approaches to brand management developed over the past 30 years, it also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
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Item type Current library Home library Shelving location Class number Status Date due Barcode Item reservations
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.827 HED (Browse shelf(Opens below)) Available 06559816
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.827 HED (Browse shelf(Opens below)) Available 06561608
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.827 HED (Browse shelf(Opens below)) Issued 11/11/2024 06561616
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.827 HED (Browse shelf(Opens below)) Available 06561624
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.827 HED (Browse shelf(Opens below)) Available 06561632
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Previous edition: 2009.

Includes bibliographical references and index.

This text provides an overview of different schools of thought in brand management, and deep insight into the opening question of almost every brand management course: 'What is a brand?' With an exhaustive scientific analysis of various approaches to brand management developed over the past 30 years, it also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.

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