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?"
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'Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management.'
Kevin Lane Keller, Tuck School of Business at Dartmouth, USA
'At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity.'
Leslie de Chernatony, Birmingham University Business School, UK
'We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches, as well as to the four layers within each approach.'
Albert M. Muniz, Jr., DePaul University & Thomas C. O’Guinn, University of Wisconsin, USA
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.
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Spese di spedizione:
EUR 5,60
Da: Regno Unito a: U.S.A.
Descrizione libro Paperback. Condizione: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice articolo GOR004261688
Descrizione libro Befriedigend/Good: Durchschnittlich erhaltenes Buch bzw. Schutzumschlag mit Gebrauchsspuren, aber vollständigen Seiten. / Describes the average WORN book or dust jacket that has all the pages present. Codice articolo M0041544327X-G
Descrizione libro Paperback. Condizione: Good. Used texts DO NOT include any supplemental material such as; online access codes, CDs, etc. All text is legible and may contain; markings, highlighting, worn-corners, folded pages, etc, from typical use. Orders ship same or next business day w/ free tracking. Choose Expedited shipping for fastest (2-6 business day) delivery. Satisfaction Guaranteed!. Codice articolo Z108924
Descrizione libro Condizione: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Book contains pen markings. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,500grams, ISBN:9780415443272. Codice articolo 8987956
Descrizione libro Soft cover. Condizione: Very Good. 1st Edition. 2010 reprint. xviii+267 pp. Great condition with only very little users wear to cover. Codice articolo 1467