Brand management : mastering research, theory and practice /: mastering research, theory and practice. (2020)

• Record Type: Book
• Further Information: Note: Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre.
• Authors: Heding, Tilde; Knudtzen, Charlotte F; Bjerre, Mogens, 1959-
• Contents: Part I: Setting the Scene 1. Introduction 2. Overview: Brand Management 1985–2020 3. Taxonomy of brand management 1985–2020 Part II: Eight Brand Approaches 4. The Economic Approach 5. The Identity Approach 6. The Consumer-Based Approach 7. The Personality Approach 8. The Relational Approach 9. The Community Approach 10. The Cultural Approach 11. The Sensory Approach 12. Other Categorizations of Brand Management 13. Keywords in Brand Management
• Edition: Third Edition
• Publisher Details: London New York : Routledge
• Publication Date: 2020
• Extent: 1 online resource
• Subjects: 658.8/27; Brand name products -- Management; Branding (Marketing); BUSINESS & ECONOMICS / General; BUSINESS & ECONOMICS / Marketing / General; Brand name products -- Management; Branding (Marketing); Electronic books
• Languages: English
• ISBNs: 9780367172596; 0367172593; 9781000065503; 1000065502; 9781000065527; 1000065529; 9781000065510; 1000065510
• Related ISBNs: 9780367172572; 9780367172589
• Notes: Note: Includes bibliographical references and index.; Note: Description based on print version record and CIP data provided by publisher.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.