| Description | | - Written by an experienced and respected author team, providing students with the confidence to engage with the subject.
- Follows a clear and logical structure ensuring the subject is made accessible and easy to understand.
- Provides a unique socio-cultural approach to brand management, enabling students to understand the different aspects of the subject.
| Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that
framework.
Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how
these develop into emotional decision-making processes. |
Readership: Undergraduate and Masters students taking a course in Strategic Brand Management.
| Authors, editors,
and contributors |
Richard Elliott, Professor of Marketing and Consumer Research, Warwick Business School, University of Warwick and
Larry Percy, Visiting Professor, Oxford University
|
| Links to web resources and related information | More in the same subject area:
Sales & marketing
|
The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
are unable to ship a specific product to a particular territory.
Jacket images are provisional and liable to change before publication.
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