Buch, Englisch, 338 Seiten, Format (B × H): 174 mm x 244 mm, Gewicht: 576 g
Mastering Research, Theory and Practice
Buch, Englisch, 338 Seiten, Format (B × H): 174 mm x 244 mm, Gewicht: 576 g
ISBN: 978-0-367-17258-9
Verlag: Taylor & Francis
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.
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Weitere Infos & Material
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