Brand Management
Seiten
2009
SAGE Publications Ltd
978-1-84860-208-3 (ISBN)
SAGE Publications Ltd
978-1-84860-208-3 (ISBN)
This essential set provides an overview of the status of brand related research published in the last 50 years, and the debates on a number of still unresolved issues and the contemporary challenges faced by brands and by their managers.
Branding is one of the most important, and arguably the most visible, manifestations of ′marketing′. Brands are not just important for identifying products, they also add greatly to the value of companies and they are fiercely protected by the companies they represent and can be the subject of conflict between companies who feel the brand is threatened, infringed or stolen.
How do brands happen? How are brands defined? How is Brand Equity measured and accounted for? How has globalisation 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 way brands are marketed? Brand Management addresses all these issues and more.
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 Australasian, as well as American researchers.
Branding is one of the most important, and arguably the most visible, manifestations of ′marketing′. Brands are not just important for identifying products, they also add greatly to the value of companies and they are fiercely protected by the companies they represent and can be the subject of conflict between companies who feel the brand is threatened, infringed or stolen.
How do brands happen? How are brands defined? How is Brand Equity measured and accounted for? How has globalisation 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 way brands are marketed? Brand Management addresses all these issues and more.
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 Australasian, as well as American researchers.
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.
| Erscheint lt. Verlag | 4.12.2009 |
|---|---|
| Reihe/Serie | SAGE Library in Marketing |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 3170 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-84860-208-1 / 1848602081 |
| ISBN-13 | 978-1-84860-208-3 / 9781848602083 |
| Zustand | Neuware |
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