Strategic brand management and development : creating and marketing successful brands / Sotiris T. Lalaounis.
"This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory"...
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| Main Author: | |
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| Format: | Ebook |
| Language: | English |
| Published: |
Abingdon, Oxon ; New York, NY :
Routledge,
2021.
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| Subjects: | |
| Online Access: | Click here to view this book |
| Summary: | "This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory"-- |
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| Physical Description: | 1 online resource (xxii, 344 pages) : illustrations |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 1000298183 9781000298185 |