Brand Management: Research, Theory and Practice

By:

Heding, Tilde

Contributor(s):

Material type: Text

TextPublication details: Routledge 2016 OxonEdition: 2nd edDescription: 307pISBN:

9781138804692

Subject(s):

DDC classification:

658.827 HED

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.827 HED (Browse shelf(Opens below))	Available		M0032380

Total holds: 0

Part I: Setting the scene
1. Introduction
2. Overview: brand management 1985-2015
3. Taxonomy of brand management 1985

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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