Brand Management (Paperback)
Heding, Tilde (Copenhagen Business School, Denmark), Knudtzen, Charlotte F. (Copenhagen Business School, Denmark), Bjerre, Mogens
This is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the "quick fixes" of branding, it offers a comprehensive overview of brand management theories from the last 35 years.
Artikelnummer: 9780367172589
