The Routledge Companion to Contemporary Brand Management

Business & Finance, Marketing & Sales, Research
Cover of the book The Routledge Companion to Contemporary Brand Management by , Taylor and Francis
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Author: ISBN: 9781317751571
Publisher: Taylor and Francis Publication: July 15, 2016
Imprint: Routledge Language: English
Author:
ISBN: 9781317751571
Publisher: Taylor and Francis
Publication: July 15, 2016
Imprint: Routledge
Language: English

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.

Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. 

Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.

Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. 

Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

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