Articoli correlati a Brand Management: Research, Theory and Practice

Brand Management: Research, Theory and Practice - Rilegato

 
9780415443265: Brand Management: Research, Theory and Practice
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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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Recensione:

'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

L'autore:

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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  • EditoreRoutledge
  • Data di pubblicazione2008
  • ISBN 10 0415443261
  • ISBN 13 9780415443265
  • RilegaturaCopertina rigida
  • Numero edizione1
  • Numero di pagine288
  • Valutazione libreria
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9780415443272: Brand Management: Research, Theory and Practice

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ISBN 10:  ISBN 13:  9780415443272
Casa editrice: Routledge, 2008
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Heding, Tilde, Heding, Tilde, Knudtzen, Charlotte F., Bjerre, Mogens, Knudtzen, Charlotte F., Bjerre, Mogens
Editore: Routledge (2009)
ISBN 10: 0415443261 ISBN 13: 9780415443265
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Descrizione libro Condizione: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. May contain underlining and/or highlighting. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Codice articolo Z1-G-001-01945

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