Brand Management |
|
| Editor:
| Dall′Olmo Riley, Francesca |
| Series title: | SAGE Library in Marketing Ser. |
| ISBN: | 978-1-84860-208-3 |
| Publication Date: | Dec 2009 |
| Publisher: | SAGE Publications, Limited
|
| Book Format: | Multiple-item retail product |
| List Price: | USD $1188.00 |
Book Description:
|
How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed?
Overall, this four-volume set provides a comprehensive overview of brand management literature,...
More Description
How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed?
Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers.