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Brand Management: Research, Theory and Practice
Danh mục: Quản trị kinh doanh
75.000 VND
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ISBN: 9780203996171
Nhà xuất bản: Routledge
Tác giả: Tilde Heding
Số trang: 687
Năm xuất bản: 2009
Ngôn ngữ: Tiếng Anh
75.000 VND
75.000 VND
100.000 VND
130.000 VND
150.000 VND
Mô tả
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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