Perspectives on Brand Management
By Unknown Author.
Description
Perspectives on Brand Management is an exciting edited text—based on international research from a hand-picked team of experts—and explores and analyzes the issues, trends and challenges in the dynamic field of brand management.· Treats core branding theory as well as ‘perspectives’ and ‘branding futures’· Broad selection of international contributors· Cohesion and theoretical integration provided across the textNorth American contributors include:· Pierre Berthon, Bentley College· Morris B. Holbrook, Columbia University...
ISBN(s)
0734610653, 9780734610652
