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Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

Main Author Heding, Tilde Coauthor Knudtzen, Charlotte F.
Bjerre, Mogens Edition 2nd ed. Publication New York : Routledge, 2016 Description xiv, 307 p. : il. ; 24 cm ISBN 9781138804692 Topical name Marca - Gestão CDU 659.12
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (Lispólis)
659.12 HED Available UE23057
Total holds: 0

Table of contents:

Part I: Setting the scene

1. Introduction
2. Overview: brand management 1985–2015
3. Taxonomy of brand management 1985–2015

Part II: Seven brand approaches

4. The economic approach
5. The identity approach
6. The consumer-based approach
7. The personality approach
8. The relational approach
9. The community approach
10. The cultural approach

Part III: Other perspectives

11. Other categorizations of brand management
12. Keywords in brand management

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