Brand Management: Research, Theory and Practice
For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive.BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question o...
By Tilde Heding
Paperback: 324 pages
Publisher: Routledge; 2 edition (December 3, 2015)
Product Dimensions: 6.1 x 0.7 x 9.2 inches
Format: PDF Text TXT ebook
If you are a theoretical nerd like I am, you will love this!! I appreciate the progression from the quantitative marketing mix approach through to relational practices using in-depth interviews and qualitative methods. The critiques offered for each approach were particularly helpful. I will never r...
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