TY  - BOOK
AU  - Rosenbaum-Elliott,Richard
AU  - Percy,Larry
AU  - Pervan,Simon
TI  - Strategic brand management
SN  - 9780199565214 (pbk.) :
U1  - 658.8'27 22
PY  - 2011///
CY  - Oxford
PB  - Oxford University Press
KW  - Product management
KW  - Case studies
KW  - Brand name products
KW  - Strategic planning
KW  - Business and Management
KW  - eflch
N1  - Previous ed.: published as by Richard Elliott, Larry Percy. 2007; Includes bibliographical references and index; Specialized
N2  - 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
ER  -