A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book''s innovative framework separates a brand''s concept into its functional and emotional parts to give students acomplete understanding of how brands operate and the strategies they employ to compete for consumer loyalty.Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors'' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel''s social brand posi
Pris: kr 699.00 fra Norli
Butikk | Pris | |
---|---|---|
kr 699.00 | Besøk butikk |
Global Strategic Management 3e provides a clear insight into the corporate strategies of organizations operating on a global scale and explains the analysis, decision-making, and development processes behind securing competitive advantage.Every chapter...
kr 759.00
Mer informasjon
Doing research means to bravely battle several challenges at once: not only do you try to come to grasps with your topic, conduct a useful project, and write it all up. You also serve as crucial motivator and hardest critic. You are expected to challenge...
kr 449.00
Mer informasjon
Now in its fourth edition, this excellent text continues its trademark approach with contributions from scholars committed to thinking differently. Each chapter is written by topic specialists who explore key issues in an effective, thought-provoking...
kr 759.00
Mer informasjon
See - Understand - Discuss - PracticeOperations Management makes it easy to:¿ identify the relevance of operations in the real-world; ¿ understand the theory underlying the subject; ¿ discuss and think critically about operations; ¿ consolidate learning...
kr 719.00
Mer informasjon