Brand management :
Heding, Tilde
Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. - London ; New York : Routledge, 2009. - xviii, 267 p. : ill. ; 24 cm.
Includes bibliographical references and indexes.
Introduction -- Key words in brand management -- Overview: brand management 1985-2006 -- The economic approach -- The identity approach -- The consumer-based approach -- The personality approach -- The relational approach -- The community approach -- The cultural approach -- Taxonomy of brand management 1985-2006.
041544327X (pbk.) 9780415443272 (pbk.)
Brand name products--Management.
Branding (Marketing)
658.827 / HED
Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. - London ; New York : Routledge, 2009. - xviii, 267 p. : ill. ; 24 cm.
Includes bibliographical references and indexes.
Introduction -- Key words in brand management -- Overview: brand management 1985-2006 -- The economic approach -- The identity approach -- The consumer-based approach -- The personality approach -- The relational approach -- The community approach -- The cultural approach -- Taxonomy of brand management 1985-2006.
041544327X (pbk.) 9780415443272 (pbk.)
Brand name products--Management.
Branding (Marketing)
658.827 / HED