Brand Management: Research, Theory and Practice

2nd Edition

Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

Routledge
Published November 24, 2015
Textbook - 296 Pages - 57 B/W Illustrations
ISBN 9781138804692 - CAT# Y170372

For Instructors Request Inspection Copy

was $68.95

USD$55.16

SAVE ~$13.79

Add to Wish List
FREE Standard Shipping!

Summary

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

BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?'

This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title