Brand management : mastering research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre

By:

HEDING, T

Contributor(s):

Material type: Text

TextPublication details: London Routledge, Taylor & Francis Group : c 2020Edition: 3rd edDescription: xiv, 323p. : ill. ; 26 cmISBN:

9780367172589

Subject(s):

DDC classification:

658.82722 HED

Summary: 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"-- Provided by publisher

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Barcode
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.82722 HED (Browse shelf(Opens below))	1	Available	0087109

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Includes references (p.311-313) and index

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"-- Provided by publisher

eng.

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