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Brand Management: Research, Theory and Practice

ISBN-10: 113880469X

ISBN-13: 9781138804692

Edition: 2015

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

List price: $59.95
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Description:

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 developments in the field and includes a new chapter on the community approach with an overview of the growing importance of social media and consumer-to-consumer co-creation of brands. This book is ideal introductory reading for more advanced students of brand management, marketing management and marketing communications.
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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