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Bog, 3. edition, 2020
Brand management : mastering research, theory and practice (engelsk)
Detaljer
Beskrivelse
A 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.
Indhold
Seneste udgave, bogPart I 1. Introduction Part II Overview: 2. brand management 1985 - 2013 3. Taxonomy 1985 - 2013 4. Other frameworks Part III 5. The economic approach 6. The identity approach 7. The consumer-based approach 8.The personality approac 9. The relational approach 10. The community approach 11. The cultural approac Part IV 12. Recent development 13. Future trends
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