Strategic Brand Management and Development
Strategic Brand Management and Development: Creating and Marketing Successful Brands
by Sotiris T. Lalaounis
English | 2021 | ISBN: 0367338750 | 369 Pages | PDF | 57 MB
by Sotiris T. Lalaounis
English | 2021 | ISBN: 0367338750 | 369 Pages | PDF | 57 MB
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.