| Brand Management Four-Volume Set Edition Contributor(s): Dall′olmo Riley, Francesca (Editor) |
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ISBN: 1848602081 ISBN-13: 9781848602083 Publisher: Sage Publications Ltd OUR PRICE: $1128.60 Product Type: Hardcover Published: December 2009 Annotation: How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed? Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.827 |
| LCCN: 2009923639 |
| Series: Sage Library in Marketing |
| Physical Information: 0.42" H x 6.14" W x 9.21" (7.56 lbs) 1800 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed? Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers. |
Contributor Bio(s): Dall'olmo Riley, Francesca: - Francesca Dall'Olmo Riley is Reader in Strategy, Marketing and Entrepreneurship in the Faculty of Business and Law at Kingston University London. In addition to her academic activities, she has also worked in brand management and direct marketing in Italy, USA and the UK. She has contributed widely to the field's leading international journals, writing on her main interests branding, online shopping, and brand loyalty. |
