Brand Management: Mastering Research, Theory and Practice - Softcover

Heding, Tilde

Softcover

ISBN 10: 0367172585 ISBN 13: 9780367172589

Verlag: Routledge, 2020

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School, Denmark.

Mogens Bjerre is an associate professor at Copenhagen Business School, Denmark, and has published widely.

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This 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.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2020
• Sprache: Englisch
• ISBN 10: 0367172585
• ISBN 13: 9780367172589
• Einband: Tapa blanda
• Auflage: 3
• Anzahl der Seiten: 338
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar