| Author | Heding, Tilde |
|---|---|
| Title | Brand 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 |
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
| LOCATION | CALL# | STATUS |
|---|---|---|
| Communication Arts Library | 658.827 H454B 2009 | CHECK SHELVES |
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