For decades, branding has been considered as an important value creator and, as a result, a management priority. Yet what constitutes a brand is still contentious and elusive.
Tilde Heding's review of brand management is unrivalled as an impartial, thorough and structured introduction to the differing approaches to the question "what is a brand?"
The simplicity of its structure is partly behind its success: a clear and brief introduction to key terms in brand management and a "potted" history is followed by coverage of all seven main approaches to branding in turn, including economic, relational and cultural approaches.
This edition has been fully updated according to the latest developments in the field and includes a new chapter on the community approach with an overview of the growing importance of social media and consumer-to-consumer co-creation of brands.
This book is ideal introductory reading for more advanced students of brand management, marketing management and marketing communications.
Tilde Heding is Associate Professor of Strategic Brand Management at Copenhagen Business School, Denmark.
Charlotte F. Knudtzen is Associate Professor of Strategic Brand Management at Copenhagen Business School, Denmark.
Mogens Bjerre is Associate Professor of Marketing at Copenhagen Business School, Denmark.
外文書商品之書封，為出版社提供之樣本。實際出貨商品，以出版社所提供之現有版本為主。部份書籍，因出版社供應狀況特殊，匯率將依實際狀況做調整。
無庫存之商品，在您完成訂單程序之後，將以空運的方式為你下單調貨。為了縮短等待的時間，建議您將外文書與其他商品分開下單，以獲得最快的取貨速度，平均調貨時間為1~2個月。
為了保護您的權益，「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨，請在商品鑑賞期內寄回，且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。
