Format:
1 Online-Ressource (x, 328 Seiten)
,
ill
ISBN:
9781848446151
Note:
Title from cover. - Includes bibliographical references and index
,
pt. 1. Concepts and frameworks of brand management -- pt. 2. Managerial concepts -- pt. 3. Concepts and frameworks of experience management -- pt. 4. Empirical studies and scales for brand and experience management -- pt. 5. Practitioner perspectives
,
This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices
Additional Edition:
Erscheint auch als Druckausgabe ISBN 1847200079
Additional Edition:
Erscheint auch als Druckausgabe ISBN 9781847200075
Language:
English
Subjects:
Economics
Keywords:
Markenpolitik
;
Erfahrungsgut
;
Marketingstrategie
;
Verbraucher
;
Psychologie
;
Markenpolitik
;
Verbraucherverhalten
;
Aufsatzsammlung
;
Aufsatzsammlung
DOI:
10.4337/9781848446151
URL:
Volltext
(URL des Erstveröffentlichers)
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
URL:
FULL
((Currently Only Available on Campus))
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