Call Boomerang Books 1300 36 33 32

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?"

Buy Brand Management book by Tilde Heding from Australia's Online Independent Bookstore, Boomerang Books.

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

Reviews

» Have you read this book? We'd like to know what you think about it - write a review about Brand Management book by Tilde Heding and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a Boomerang Books Account Holder - it's free to sign up and there are great benefits!)

Write Review


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.

Books By Author Tilde Heding

Brand Management by Tilde Heding

Brand Management

Paperback, December 2015
$78.29