Brand Management

Tilde Heding , Mogens Bjerre , Charlotte Knudtzen

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
192.99 Lei
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