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Brand Management: Mastering Research, Theory and Practice 3rd New edition

Brand Management: Mastering Research, Theory and Practice 3rd New edition

Paperback by Heding, Tilde (Copenhagen Business School, Denmark); Knudtzen, Charlotte F. (Copenhagen Business School, Denmark); Bjerre, Mogens (Copenhagen Business School, Denmark)

Brand Management: Mastering Research, Theory and Practice

£36.99

ISBN:
9780367172589
For delivery:
Estimated Despatch 24 - 26 Sep 2021
Brand Management: Mastering Research, Theory and Practice

Description

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.

Contents

Part I: Setting the Scene 1. Introduction 2. Overview: Brand Management 1985-2020 3. Taxonomy of brand management 1985-2020 Part II: Eight Brand Approaches 4. The Economic Approach 5. The Identity Approach 6. The Consumer-Based Approach 7. The Personality Approach 8. The Relational Approach 9. The Community Approach 10. The Cultural Approach 11. The Sensory Approach 12. Other Categorizations of Brand Management 13. Keywords in Brand Management

Edition:
3rd New edition
Publisher:
Taylor & Francis Ltd
Imprint:
Routledge
Format:
Paperback
Pages:
338 pages
Publication Date:
20 May 2020
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