000			01692nam a2200253 4500
005			20250521101717.0
020			_a9780367172589 _c141,792/=
040			_aMUL _beng. _eAACR
082			_a658.82722 HED
100			_aHEDING, T.
245			_a Brand management : _bmastering research, theory and practice _c / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre
250			_a3rd ed.
260			_aLondon _b Routledge, Taylor & Francis Group : _cc 2020
300			_a xiv, 323p. : _b ill. ; _c26 cm.
504			_aIncludes references (p.311-313) and index
520			_aBrand 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
546			_aeng.
650			_aBrand name products Management
650			_aBranding (Marketing)
650			_aManagement
700			_aKNUDTZEN, C.F
700			_aBJERRE, M.
942			_cBK
999			_c10908 _d10908