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Brand Management Vital Source e-bog
Tilde Heding, Charlotte F. Knudtzen og Mogens Bjerre
(2020)
Brand Management
Mastering Research, Theory and Practice
Tilde Heding, Charlotte F. Knudtzen og Mogens Bjerre
(2020)
Sprog: Engelsk
Detaljer om varen
- 3. Udgave
- Vital Source searchable e-book (Reflowable pages)
- Udgiver: Taylor & Francis (Maj 2020)
- Forfattere: Tilde Heding, Charlotte F. Knudtzen og Mogens Bjerre
- ISBN: 9781000065527
Bookshelf online: 5 år fra købsdato.
Bookshelf appen: ubegrænset dage fra købsdato.
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Detaljer om varen
- 3. Udgave
- Paperback: 338 sider
- Udgiver: Taylor & Francis Group (Maj 2020)
- Forfattere: Tilde Heding, Charlotte F. Knudtzen og Mogens Bjerre
- ISBN: 9780367172589
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.
Part I: Setting the Scene
1. Introduction
2. Overview: Brand Management 1985-2020
3. Taxonomy of brand management 1985-2020
Part II: Eight Brand Approaches
4. The Economic Approach 5. The Identity Approach 6. The Consumer-Based Approach 7. The Personality Approach 8. The Relational Approach 9. The Community Approach 10. The Cultural Approach 11. The Sensory Approach 12. Other Categorizations of Brand Management
13. Keywords in Brand Management
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