Strategic Brand Management - Softcover

Rosenbaum-elliott, Richard; Percy, Larry; Pervan, Simon

 
9780199565214: Strategic Brand Management
Softcover
ISBN 10: 019956521X ISBN 13: 9780199565214
Verlag: Oxford University Press, 2011

Inhaltsangabe

Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications.

Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.

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Über die Autorinnen und Autoren

Professor Richard Rosenbaum-Elliott is Dean of the School of Management, Professor of Marketing and Consumer Research, University of Bath, and Fellow of St Anne's College, Oxford.
Professor Larry Percy is Visiting Professor, Copenhagen Business School and Luiss School of Business, Rome, and International Consultant in Marketing Communications and Brand Strategy.
Dr Simon Pervan is Senior Lecturer at Southern Cross University, Australia and Co-Editor in Chief of the Journal of Consumer Behavior.

Professor Richard Rosenbaum-Elliott is Dean of the School of Management, Professor of Marketing and Consumer Research, University of Bath, and Fellow of St Anne's College, Oxford.
Professor Larry Percy is Visiting Professor, Copenhagen Business School and Luiss School of Business, Rome, and International Consultant in Marketing Communications and Brand Strategy.
Dr Simon Pervan is Senior Lecturer at Southern Cross University, Australia and Co-Editor in Chief of the journal of Consumer Behaviour.

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Verlag
Oxford University Press
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
019956521X
ISBN 13 
9780199565214
Einband
Taschenbuch
Auflage
2
Anzahl der Seiten
303
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
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Italien

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