Brand Management
Research, Theory and Practice
By Charlotte F. Knudtzen, Mogens Bjerre, Tilde Heding | Publisher: Taylor and Francis
About the book
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.
Editions of Brand Management
- EBook
- ISBN 9781317619192
- PDF
- ISBN 9781317619208
Read an Excerpt
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.
Frequently Asked Questions
What is Brand Management about?
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.
What core themes, tropes, or subjects are explored in Brand Management?
Economics, Finance, Business and Management > Business and Management > Sales and marketing
Where can I read a sample of Brand Management?
You can read an official preview of the few pages here https://www.book2look.com/book/9781317619192
Who is/are the Author/s of the book Brand Management?
Charlotte F. Knudtzen, Mogens Bjerre, Tilde Heding
What are the ISBN numbers for the physical and digital editions?
Brand Management is available as ebook(ISBN 9781317619192) and pdf(ISBN 9781317619208)