Strategic Brand Management (häftad)
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Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
368
Utgivningsdatum
2018-08-03
Upplaga
4
Förlag
OUP Oxford
Medarbetare
Percy, Larry / Pervan, Professor Simon
Dimensioner
241 x 188 x 18 mm
Vikt
726 g
Antal komponenter
1
Komponenter
,
ISBN
9780198797807
Strategic Brand Management (häftad)

Strategic Brand Management

Häftad Engelska, 2018-08-03
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The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.
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Kundrecensioner

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Fler böcker av Richard Rosenbaum-Elliott

  • Strategic Advertising Management

    Larry Percy, Richard Rosenbaum-Elliott

    Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience ...

Recensioner i media

Dr Vish Maheshwari, Staffordshire University This text provides extensive insight into broader aspects of brand management, from a social phenomenon perspective, by emphasising emotional and functional elements of branding and brand positioning.


Dr Achilleas Boukis, University of Sussex A good and reliable branding book from an established group of authors with updated examples which provide a more relational view of branding.


Dr Sotiris T. Lalaounis, University of Exeter A really insightful textbook which appreciates the socio-psycho-cultural aspects and nuances of brands and branding.


Övrig information

Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath. Larry Percy is an International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School. Simon Pervan is Associate Professor in Marketing at Swinburne University of Technology.

Innehållsförteckning

Part 1: The Sociocultural Meaning of Bands 1: Understanding the social psychology of brands 2: Emotion and brands 3: The symbolic meaning of brands 4: Cultural meaning systems and brandsPart 2: Brand Equity and Brand Building 5: Brand equity 6: Brand communication 7: Measuring brand performance and equityPart 3: Managing Brands 8: Brand strategies 1 - symbolic brands 9: Brand strategies 2 - low-involvement brands 10: Brand Innovation and Digital Media 11: Brand portfolio management 12: People as brand touchpoints