Strategic brand management / Richard Elliott, Larry Percy.
"Strategic Brand Management approaches the subject of brand management from a unique combination of sociological and cultural perspectives. This approach provides students with an understanding of the dynamics of the subject and enables them to engage with the issues that lie within. The book i...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Oxford ; New York :
Oxford University Press,
2007.
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| Subjects: |
| Summary: | "Strategic Brand Management approaches the subject of brand management from a unique combination of sociological and cultural perspectives. This approach provides students with an understanding of the dynamics of the subject and enables them to engage with the issues that lie within. The book integrates more traditional notions of the brand, such as equity and positioning, within this innovative framework. The framework also allows the separation of a brand's concept into functional and emotional parts, looking a purchases that fulfil a functional need and how these develop into emotional decision-making processes."--BOOK JACKET. |
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| Physical Description: | xiv, 265 pages : illustrations ; 25 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 0199260001 9780199260003 |