Brand Management: Research, theory and practice




eBook Title for Download :Brand Management: Research, theory and practice (Format : pdf , Language : English)

Plot :

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive.

 

This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand.

 

Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

About the Author

Tilde Heding and Charlotte F. Knudtzen both lecture in Strategic Brand Management at Copenhagen Business School, Denmark. Tilde and Charlotte have published widely, while also running their own brand management consultancy, Heding & Knudtzen.

 

Mogens Bjerre is associate professor of Marketing at Copenhagen Business School, Denmark. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.



Author(s) Book :Charlotte F. Knudtzen, Mogens Bjerre, Tilde Heding
Publish Year :2009 Publisher : Routledge
You can check by ISBN10/ISBN13 : 0415443261/9780415443265
Pages :286

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