Strategic brand management /
Elliott, Richard H.,
Strategic brand management / Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan. - Third edition. - Oxford : Oxford University Press, ©2015 - xi, 334 pages : color illustrations ;
Previous edition: 2011.
SECTION I: THE SOCIOCULTURAL MEANINGS OF BRANDS; SECTION II: BRAND EQUITY AND BRAND BUILDING; SECTION III: MANAGING BRANDS
This volume approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. It also integrates more traditional notions of the brand in terms of equity and positioning.
9780198704201 (paperback) 0198704208 (paperback)
Product management.
Brand name products.
Strategic planning.
Brand name products.
Product management.
Markenpolitik.
Marketingstrategie.
658.827 / ELL
Strategic brand management / Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan. - Third edition. - Oxford : Oxford University Press, ©2015 - xi, 334 pages : color illustrations ;
Previous edition: 2011.
SECTION I: THE SOCIOCULTURAL MEANINGS OF BRANDS; SECTION II: BRAND EQUITY AND BRAND BUILDING; SECTION III: MANAGING BRANDS
This volume approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. It also integrates more traditional notions of the brand in terms of equity and positioning.
9780198704201 (paperback) 0198704208 (paperback)
Product management.
Brand name products.
Strategic planning.
Brand name products.
Product management.
Markenpolitik.
Marketingstrategie.
658.827 / ELL