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Brand Management: Research, Theory and Practice

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ISBN-10: 113880469X

ISBN-13: 9781138804692

Edition: 2015

Authors: Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

List price: $59.95
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For decades, branding has been considered as an important value creator and, as a result, a management priority. Yet what constitutes a brand is still contentious and elusive. Tilde Heding's review of brand management is unrivalled as an impartial, thorough and structured introduction to the differing approaches to the question "what is a brand?" The simplicity of its structure is partly behind its success: a clear and brief introduction to key terms in brand management and a "potted" history is followed by coverage of all seven main approaches to branding in turn, including economic, relational and cultural approaches. This edition has been fully updated according to the latest…    
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Book details

List price: $59.95
Copyright year: 2015
Publisher: Taylor & Francis
Binding: Paperback
Pages: 312
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.078
Language: English