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商品詳細
Brand Management : Mastering Research, Theory and Practice. 3rd ed. ブランド管理－調査、理論、実践 第3版
・ISBN 978-0-367-17257-2 hard GB£ 155.00
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・ISBN 978-0-367-17258-9 paper GB£ 45.99
￥14,569.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
| 著者・編者 | Heding, Tilde / Knudtzen, Charlotte F. / Bjerre, Mogens, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2020 |
| ページ数 | 310 pp. |
| 言語 | ENG |
| ニュース番号 | ＜657-P2120 658-758＞ |
解説
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years.
A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought - offering depth, breadth and precision to one of the most elusive management disciplines of our time.
Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.