Call Boomerang Books 1300 36 33 32

sign up for Boomerang Books BulletinGet Latest Book News + FREE Shipping. Subscribe to the Boomerang Books Bulletin eNewsletter right now!

Description - Brands and Brand Management by Richard Elliott

The process of brand management originated in US consumer goods companies in the 1930s and is now firmly established as a core activity within the marketing department of any significant enterprise. In recent years, there has been a great surge of scholarly and popular interest in the subject. Almost every university offers courses in this area; new journals have formed that focus on brand issues; and an ever-increasing number of books and research articles attest to the growing attention paid to brands and their management. As work on brands and brand management flourishes now as it has never done before, this new title in the Routledge series, Critical Perspectives on Business and Management, meets the need for an authoritative reference work to make sense of the subject's vast literature and the continuing explosion in research output. Edited by Richard Elliott, a prominent scholar in the field, Brands and Brand Management is a four-volume collection of classic and contemporary contributions. It brings together material drawn from the plethora of international business and management journals, as well as excerpts from key books and harder-to-find sources.This one-stop resource gathers not just the most important work on brands and how to manage them, but also key research on the fast-developing area of corporate reputation; the emerging areas of managing brands across cultures; and criticism of brands as pernicious elements of globalization. The first of the four volumes is dedicated to the historical antecedents of brands. It collects research exploring their evolution from signals of provenance and quality to their current status as carriers of symbolic meaning and trust. Volume II brings together the most important writing on the measurement and management of brand equity, including the two major proprietary approaches to the diagnosis of brand health. Volume III gathers the best and most influential thinking on corporate brands and business-to-business brands, and the management of corporate reputation. Volume IV covers the management of brands across cultural and international boundaries. It also contains indispensable scholarship on the emerging social critique of brands, as well as on the defence of their contribution to developing economies.Fully indexed and with a comprehensive introduction, newly written by the editor, which places the collected material in its historical and intellectual context, Brands and Brand Management is an essential work of reference. It is destined to be valued by marketing and business scholars--as well as those working in allied areas--as a vital research tool.

Buy Brands and Brand Management by Richard Elliott from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780415433242
ISBN-10: 041543324X
Format: Hardback
(235mm x 159mm x mm)
Pages: 2208
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 28-Nov-2008
Country of Publication: United Kingdom

Book Reviews - Brands and Brand Management by Richard Elliott

» Have you read this book? We'd like to know what you think about it - write a review about Brands and Brand Management book by Richard Elliott 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 - Richard Elliott

School of Management, University of Bath

Books By Richard Elliott

English Premier League by Richard Elliott
Hardback, June 2017
$198.90 $221.00
Nina Simone by Richard Elliott
Paperback, June 2013
$31.50 $35.00
Runners on Running by Richard Elliott
Paperback, December 2010
$34.19 $37.99
Third World Diseases by Richard Elliott
Hardback, September 2011