Description:... How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed? Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers.
How do brands happen? How are brands defined? How is brand equity measured and accounted for? How has globalization and the move towards no-name or generic brands affected the strength of existing brands? How are brands managed? How do brands re-brand themselves as corporately responsible and ethical? What are brand alliances and how are they changing the ways brands are marketed?
Overall, this four-volume set provides a comprehensive overview of brand management literature, documenting the persisting theoretical debates, current challenges, and the consequent literature development. This set also includes of a variety of perspectives on brand management originating from European and Australian, as well as American researchers.
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شماره کارت : 6104337650971516 شماره حساب : 8228146163 شناسه شبا (انتقال پایا) : IR410120020000008228146163 بانک ملت به نام مهدی تاج دینی