Presents an analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the years. Taking a multi-disciplinary approach and offering an analysis of brand research literature, this book delivers an understanding of the managerial implications of the different approaches to the management of the brand.
- Limba : Engleza
- Data Publicarii : 22 Dec 2008
- Format : Paperback
- Numar pagini : 288
- ISBN : 9780415443272