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AuthorHeding, Tilde
TitleBrand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre
Imprint London : Routledge, 2009
Edition 1st ed
Descript xviii, 267 p. ; 23 cm

CONTENT

Setting the scene : Key words 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


Brand Name Products -- Management Branding (Marketing)

LOCATIONCALL#STATUS
Communication Arts Library658.827 H454B 2009CHECK SHELVES

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