Strategic Brand Management / Edition 1

Strategic Brand Management / Edition 1

by Richard Elliott, Larry Percy
     
 

ISBN-10: 0199260001

ISBN-13: 9780199260003

Pub. Date: 02/08/2007

Publisher: Oxford University Press, USA

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of

Overview

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.

Product Details

ISBN-13:
9780199260003
Publisher:
Oxford University Press, USA
Publication date:
02/08/2007
Edition description:
Older Edition
Pages:
288
Product dimensions:
9.60(w) x 7.40(h) x 0.50(d)

Table of Contents

Part 1: The Socio-Cultural Meaning of Brands

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