Francesca Dall'Olmo Riley - Böcker
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3 produkter
3 produkter
3 419 kr
Skickas inom 10-15 vardagar
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
841 kr
Skickas inom 10-15 vardagar
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
9 636 kr
Tillfälligt slut
Branding is one of the most important, and arguably the most visible, manifestations of ′marketing′. Brands are not just important for identifying products, they also add greatly to the value of companies and they are fiercely protected by the companies they represent and can be the subject of conflict between companies who feel the brand is threatened, infringed or stolen. How do brands happen? How are brands defined? How is Brand Equity measured and accounted for? How has globalisation and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the way brands are marketed? Brand Management addresses all these issues and more. Overall, this four volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australasian, as well as American researchers.