A Very Short, Fairly Interesting and Reasonably Cheap Book about Brand Management

AvMichael Beverland,Pinar Cankurtaran

Häftad, Engelska, 2025

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Beskrivning

Each book in the ‘Very Short, Fairly Interesting & Reasonably Cheap’ series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.

This accessible and affordable introduction to brand management provides an overview of the controversies and debates, leading thinkers and enduring challenges in brands and branding, with one eye on historical context and cultural and critical perspectives throughout.

Michael Beverland and Pinar Cankurtaran are Professor and Associate Professor of Brand Strategy at University of Sussex Business School.

Produktinformation

Utgivningsdatum:2025-02-12
Mått:129 x 198 x 8 mm
Vikt:160 g
Format:Häftad
Språk:Engelska
Serie:Very Short, Fairly Interesting & Cheap Books
Antal sidor:152
Upplaga:1
Förlag:SAGE Publications
ISBN:9781529795165

Utforska kategorier

Varumärken inom Ekonomi och Ledarskap

Mer om författaren

Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.

Recensioner i media

As the title promises, the book is short, yet interesting and in spite of its shortness, covers various areas of brand management in a concise manner. Here in Finland, students are not obliged to buy their course books (as they are provided by the university library) but this one I recommended my brand-management course students to buy as a kind of quick hand book of the subject.

Innehållsförteckning

Chapter 1: Introduction: studying brands and brandingChapter 2: Past, present and future of brands and brandingChapter 3: The brand gurusChapter 4: How to speak like a branding proChapter 5: Enduring challenges in brandingEpilogue