Strategic Brand Management 2024 pdf epub mobi 电子书

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发表于2024-08-03

Strategic Brand Management 2024 pdf epub mobi 电子书

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出版者:Oxford University Press, USA

作者:Richard Elliott

出品人:

页数:288

译者:

出版时间:2007-02-08

价格:USD 60.00

装帧:Paperback

isbn号码:9780199260003

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图书标签: 管理学 emotion brand,

Strategic Brand Management 2024 pdf epub mobi 电子书图书描述

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 2024 pdf epub mobi 电子书

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