UID:
almahu_9947914974902882
Format:
1 online resource (x, 328 p.) :
,
ill.
ISBN:
9781848446151 (e-book)
Content:
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.
Note:
Title from cover.
,
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.
Additional Edition:
ISBN 9781847200075 (hardback)
Additional Edition:
ISBN 1847200079
Language:
English
Subjects:
Economics
Keywords:
Electronic books.
;
Aufsatzsammlung
;
Electronic books.
URL:
http://www.elgaronline.com/view/9781847200075.xml
URL:
Volltext
(URL des Erstveröffentlichers)
URL:
http://www.elgaronline.com/view/9781847200075.xml