Brands and consumers: a research overview
Auteur :
Singh, Jaywant / Crisafulli, Benedetta
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032443300
Date de publication :
26 août 2024
Dimensions :
21,6 x 13,8 cm
Poids :
453 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Brand management is firmly established as a core business and marketing activity, whilst the study of how consumers react to brands is evolving globally. This shortform book provides a premium research overview of these core business topics as a platform for future research and practice.