TY  - BOOK
AU  - Elliott,Richard H.
AU  - Percy,Larry
AU  - Pervan,Simon
TI  - Strategic brand management
SN  - 9780198704201 (paperback)
U1  - 658.827 
PY  - 2015///
CY  - Oxford
PB  - Oxford University Press, 
KW  - Product management
KW  - Brand name products
KW  - Strategic planning
KW  - Markenpolitik
KW  - Marketingstrategie
N1  - Previous edition: 2011; SECTION I: THE SOCIOCULTURAL MEANINGS OF BRANDS; SECTION II: BRAND EQUITY AND BRAND BUILDING; SECTION III: MANAGING BRANDS
N2  - 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
ER  -