Brand Management: Mastering Research, Theory and Practice

📕 286 Pages 💼 1.97 MB 📆 2007 🇺🇸 English ⬇️ 24,010 Downloads ✍️ By (author) Tilde Heding , By (author) Charlotte F. Knudtzen , By (author) Mogens Bjerre ⭐️ 4.33 (9,023 ratings) |

Brand Management : Mastering Research, Theory and Practice

Brand Management : Mastering Research, Theory and Practice

“ Don’t grieve. Anything you lose comes round in another form. ” ― Rumi

Product Details

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the ‘quick fixes’ of branding, it offers a comprehensive overview of brand management theories from the last 35 years.

A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time.


Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

 

Product Features

  •  Paperback | 324 pages
  •  174 x 246 x 19.05mm | 572g
  •  23 May 2020
  •  Taylor & Francis Ltd
  •  ROUTLEDGE
  •  London, United Kingdom
  •  English
  •  New edition
  •  3rd New edition
  •  71 Line drawings, black and white; 27 Tables, black and white; 71 Illustrations, black and white
  •  0367172585
  •  9780367172589
  •  96,862
October 6, 2020

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