Brand management / edited by Francesca Dall'Olmo Riley. [print]
Material type:
TextSeries: SAGE library of marketingPublication details: Los Angeles : SAGE, (c)2010.Description: 4 volumes : illustrations ; 24 cmContent type: - text
- unmediated
- volume
- 9781848602083
- HD69.R573.B736 2010
- HD69
- COPYRIGHT NOT covered - Click this link to request copyright permission:
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G. Allen Fleece Library CIRCULATING COLLECTION | Non-fiction | HD69.B7B7235 2010 (Browse shelf(Opens below)) | Available | 31923001863089 | ||
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G. Allen Fleece Library CIRCULATING COLLECTION | Non-fiction | HD69.B7B7235 2010 (Browse shelf(Opens below)) | Available | 31923001863097 | ||
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G. Allen Fleece Library CIRCULATING COLLECTION | Non-fiction | HD69.B7B7235 2010 (Browse shelf(Opens below)) | Available | 31923001863105 | ||
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G. Allen Fleece Library CIRCULATING COLLECTION | Non-fiction | HD69.B7B7235 2010 (Browse shelf(Opens below)) | Available | 31923001863113 |
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How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed? Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers. ;
Includes bibliographical references.
volume 1. Fundamental elements of branding -- volume 2. Conceptualising and measuring brand equity -- volume 3. Brand strategies -- volume 4. Brand management systems. "
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