Brand Management : Research, Theory And Practice Paperback 2 Details

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Technical Specifications

Author 1:Tilde Heding
Author 2:Charlotte F. Knudtzen
Author 3:Mogens Bjerre
Language:English
Publisher:Taylor & Francis Ltd
Edition Number:2
Number of Pages:296
About the Author:Tilde Heding and Charlotte F. Knudtzen both consult businesses on communication issues and brand value creation. They also lecture on strategic brand management at Copenhagen Business School as well as institutions. Mogens Bjerre is an associate professor at Copenhagen Business School and has published widely in the areas of franchising, key account management, strategic relationship marketing and retailing.
Editorial Review:`Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multidisciplinary approach, this book provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management.' - Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA `At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. This book superbly bridges the academic domain and enables practitioners use it to build brand equity.' - Leslie de Chernatony, Birmingham University Business School, UK `We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches as well as the four layers within each approach.' - Albert M. Muniz, Jr., DePaul University, USA and Thomas O'Guinn, University of Wisconsin, USA `The theory of branding is an exciting but complex field, and this is the perfect guide - it's accessible, comprehensive, brilliantly structured, and bang up-to-date.' - Robert Jones, Head of New Thinking, Wolff Olins and Visiting Professor, UEA, UK `Like any strong brand this book provides a smart, unique and holistic perspective on brand management. It elevates branding from a marketing concept to a strategic discipline that impacts the entire organization.' - Sara Riis-Carstensen, Head of Global Brand Development, LEGO Group, Denmark
Publication Date:01-Dec-16

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Brand Management : Research, Theory And Practice Paperback 2

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