Strategic brand management and development: creating and marketing successful brands
Auteur :
Lalaounis, Sotiris T.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367338749
Date de publication :
31 déc. 2020
Dimensions :
24,6 x 17,4 cm
Poids :
1420 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory.