Brand management : mastering research, theory and practice

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 theo...

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Bibliographic Details
Main Author:	HEDING, T.
Other Authors:	KNUDTZEN, C.F, BJERRE, M.
Format:	Book
Published:	London Routledge, Taylor & Francis Group : c 2020
Edition:	3rd ed.
Subjects:	Brand name products Management Branding (Marketing) Management
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