BRAND MANAGEMENT by Tilde Heding, Mogens Bjerre, Charlotte F. Knudtzen ( 9780415443272 )

Item Details

Title:

BRAND MANAGEMENT
RESEARCH, THEORY AND PRACTICE

By:

Tilde Heding, Mogens Bjerre, Charlotte F. Knudtzen

Format:

Paperback

List price:	£33.99
We believe that this item is permanently unavailable, and so we cannot source it.

ISBN 10:

041544327X

ISBN 13:

9780415443272

Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

22 December, 2008

Pages:

288

Description:

Presents an analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the years. Taking a multi-disciplinary approach and offering an analysis of brand research literature, this book delivers an understanding of the managerial implications of the different approaches to the management of the brand.

Synopsis:

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?"

Illustrations:

98 black & white illustrations, 17 black & white tables, 81 black & white

Publication:

Imprint:

Routledge

Returns:

Returnable

Some other items by this author:

BRAND MANAGEMENT