Brand management: research, theory and practice
Auteur :
Heding, Tilde
Éditeur :
Heding, TildeKnudtzen, Charlotte F.,Bjerre, Mogens,
ISBN :
9780415443265
Date de publication :
19 déc. 2008
Dimensions :
23,4 x 15,6 cm
Poids :
566 g
Format :
Paper over boards
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Presents an analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the years. Taking a multi-disciplinary approach and offering an analysis of brand research literature, this book delivers an understanding of the managerial implications of the different approaches to the management of the brand.