Description - Brand Management by Tilde Heding
@text:This comprehensive textbook provides the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last 20 years, giving a thorough understanding of the managerial implications of these different approaches to the management of the brand. The authors also provide an understanding of how the nature of brand and the idea of the consumer differ in these approaches, giving an in-depth understanding of the opening question of almost each brand management class and lecture: "What is a brand?".
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(234mm x 156mm x mm)
Publisher: Taylor & Francis Ltd
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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.