Brand Management - Theory and Practice

Presents an analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the years. Taking a multi-disciplinary approach and offering an analysis of brand research literature, this book delivers an understanding of the managerial implications of the different approaches to the management of the brand.

Dettagli sul prodotto

• Autori: Mogens Bjerre, Tilde Heding, Tilde Bjerre Heding, Charlotte F. Knudtzen
• Editore: Routledge Academic
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 15.11.2008
• EAN: 9780415443272
• ISBN: 978-0-415-44327-2
• Categoria: Scienze sociali, diritto, economia > Economia