Strategic Brand Management pdf epub mobi txt 电子书下载 2024

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Richard Elliott

Oxford University Press, USA

2007-02-08

288

USD 60.00

Paperback

9780199260003

图书标签: 管理学 emotion brand,

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发表于2024-12-29

Strategic Brand Management epub 下载 mobi 下载 pdf 下载 txt 电子书下载 2024

Strategic Brand Management pdf epub mobi txt 电子书下载 2024

图书描述

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.

Strategic Brand Management 下载 mobi epub pdf txt 电子书