Brand Management: Research, Theory and Practice | PERPUSTAKAAN KOMISI APARATUR SIPIL NEGARA

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Brand Management: Research, Theory and Practice

Tilde Heding - Nama Orang; Charlotte F. Knudtzen - Nama Orang; Mogens Bjerre - Nama Orang;

The book offers its readers a new chest of drawers. The seven drawers are filled with the assumptions, theories, and concepts that are presented higgledy-piggledy in many other brand management books. Some will probably disagree with the content of the individual drawers, while many hopefully will enthuse in the structure and clarity they provide. The three authors have tested the material at lectures at Copenhagen Business School and concluded that by far the majority of students belong to the latter category. The seven approaches seem to provide clarity and answer many of the questions left unanswered in other brand management books; meanwhile they also spur great discussions of what a brand is and how it can be managed. The communication of brand management as seven ideal types of different brand approaches – with the necessary chopping of toes and squeezing of heels – hopefully will also lead to independent and critical thinking.

Keeping our ears to the ground, we sense that typology and scientific clarity are sought more and more in brand management and it seems to us that brand management is about to enter a new era where a deeper understanding of the many aspects of the brand is needed. Since the mid-1980s it has been argued over and over again that corporations should make brand management a top priority in order to sharpen their competitive edge. That message has sunk in and things are now cooking when it comes to understanding the nature of the brand better and turning brand management into a management discipline as scientifically valid as comparable disciplines.

Ketersediaan

E00012 658.827 HED b My Library Tersedia

Informasi Detail

Judul Seri: -
No. Panggil: 658.827 HED b
Penerbit: New York : Routledge., 2009
Deskripsi Fisik: xviii, 267 pages : illustration , cm.
Bahasa: English
ISBN/ISSN: 9780203996171
Klasifikasi: 658.827
Tipe Isi: text
Tipe Media: computer
Tipe Pembawa: other (computer)
Edisi: -
Subjek: Management
Brand management
Branding
Brand name products -- management
Info Detail Spesifik: -
Pernyataan Tanggungjawab: This edition published in the Taylor & Francis e-Library

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