Brand Management - Mastering Research, Theory and Practice (Hardcover, 3rd edition)

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought - offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	April 2020
First published:	2020
Authors:	Tilde Heding • Charlotte F. Knudtzen • Mogens Bjerre
Dimensions:	246 x 174 x 29mm (L x W x T)
Format:	Hardcover
Pages:	338
Edition:	3rd edition
ISBN-13:	978-0-367-17257-2
Categories:	Books > Social sciences > Psychology > Occupational & industrial psychology Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	0-367-17257-7
Barcode:	9780367172572

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