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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.
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.
Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School, Denmark.
Mogens Bjerre is an associate professor at Copenhagen Business School, Denmark, and has published widely.
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
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9780367172589 |
| ISBN-10: | 0367172585 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Heding, Tilde
Knudtzen, Charlotte F. Bjerre, Mogens |
| Auflage: | 3. Auflage |
| Hersteller: | Routledge |
| Verantwortliche Person für die EU: | Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de |
| Maße: | 246 x 174 x 18 mm |
| Von/Mit: | Tilde Heding (u. a.) |
| Erscheinungsdatum: | 20.05.2020 |
| Gewicht: | 0,607 kg |
Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School, Denmark.
Mogens Bjerre is an associate professor at Copenhagen Business School, Denmark, and has published widely.
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
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9780367172589 |
| ISBN-10: | 0367172585 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Heding, Tilde
Knudtzen, Charlotte F. Bjerre, Mogens |
| Auflage: | 3. Auflage |
| Hersteller: | Routledge |
| Verantwortliche Person für die EU: | Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de |
| Maße: | 246 x 174 x 18 mm |
| Von/Mit: | Tilde Heding (u. a.) |
| Erscheinungsdatum: | 20.05.2020 |
| Gewicht: | 0,607 kg |
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