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株式会社極東書店トップ ＞ 商品一覧 ＞ Brand Management : Research, Theory and Practice. 2nd ed.

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Brand Management

Brand Management : Research, Theory and Practice. 2nd ed. ブランド管理－調査、理論、実践　第2版

・ISBN 978-1-138-80468-5 hard

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・ISBN 978-1-138-80469-2 paper

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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-75279-2

※この電子ブックは「電子ブックを探す（KPESS）」の価格表にまだ収録されていないため、価格は「お問い合わせ」からご確認ください。

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著者・編者Heding, Tilde / Knudtzen, C. F. / Bjerre, M.,
出版社(Routledge, UK)
出版年月2016
ページ数307 pp.
言語ENG
ニュース番号＜627-917＞

解説

For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive.

BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?'

This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.