Brand Management by Tilde Heding
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Brand Management
By Tilde Heding

Brand Management

Research, Theory and Practice

By (author) See other recent books by Tilde Heding See other recent books by Mogens Bjerre See other recent books by Charlotte F. Knudtzen
Format: Paperback

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Brand Management by Tilde Heding

Book Description

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

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Book Details

ISBN: 9780415443272
ISBN-10: 041544327X
Format: Paperback
(234mm x 156mm x 15mm)
Pages: 288
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 22-Dec-2008
Country of Publication: United Kingdom

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Books By Author Tilde Heding


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Author Biography - Tilde Heding

Tilde Heding and Charlotte F. Knudtzen both lecture in Strategic Brand Management at Copenhagen Business School, Denmark. Tilde and Charlotte have published widely, while also running their own brand management consultancy, Heding & Knudtzen. Mogens Bjerre is associate professor of Marketing at Copenhagen Business School, Denmark. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.

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