Strategic brand management / Richard Rosenbaum-Elliott ; Larry Percy ; Simon Pervan

0 review

Strategic brand management / Richard Rosenbaum-Elliott ; Larry Percy ; Simon Pervan

Book

Rosenbaum-Elliott, Richard. Auteur | Pervan, Simon | PERCY, Larry

Published by Oxford University Press - 2011

Source : Ebsco collections

Item type: Book
Language: anglais
Pages: 303 p.

Publication year: 2011

ISBN: 978-0-19-956521-4

Note: References, index

This book approaches the subject of brand management from a unique combination of sociological and cultural perspectives. It provides an understanding of the dynamics of the subject and enables to engage with the issues that lie within. The book integrates more traditional notions of the brand, such as equity and positioning within this innovative framework. Case studies on companies and brands such as MasterCard, Andrex, Nescafé Gold Blend, and Hennesy Cognac.

Checking of available copies ...

To obtain the document

Checking of available copies ...

Suggestions

Du même auteur