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9780203996171

Brand Management : Research, Theory and Practice

by ; ;
  • ISBN13:

    9780203996171

  • ISBN10:

    0203996178

  • Edition: 2nd
  • Copyright: 2008-12-19
  • Publisher: Taylor & Francis
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List Price: $47.95
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Summary

Brand Management: Research, Theory and Practice is an important new study that provides an overview of the assumptions, theories, methods and managerial implications of different approaches to the management of brands.

Table of Contents

Setting the Scene
Introduction
Keywords in brand management
Overview brand management 1985 - 2006
Seven Brand Approaches
The economic approach
The identity approach
The consumer-based approach
The personality approach
The relational approach
The community approach
The cultural approach
Taxonomy
Taxonomy of brand management 1985 - 2006
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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