Brand management: mastering research, theory and practice
Auteur :
Heding, Tilde / Knudtzen, Charlotte F. / Bjerre, Mogens
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367172589
Date de publication :
20 mai 2020
Dimensions :
24,6 x 17,4 cm
Poids :
630 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This is a valuable 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.