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Focusing on contemporary brand management and innovation, this textbook explores the dynamic interactions between companies and consumers in the co-creation of brands. It offers insights into current practices and strategies, making it an essential resource for students looking to understand the evolving landscape of branding in today's marketplace.
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Brand Management, Michael Beverland, Pinar Cankurtaran
- Langue
- Année de publication
- 2024
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- Titre
- Brand Management
- Langue
- Anglais
- Auteurs
- Michael Beverland, Pinar Cankurtaran
- Éditeur
- SAGE Publications Ltd
- Publié
- 2024
- Format
- rigide
- Pages
- 440
- ISBN13
- 9781529616989
- Séries
- Mots clés
- Nonfiction, Sciences sociales, Manuels, Commerce, Affaires & Gestion, Thématique juridique, Droit
- Description
- Focusing on contemporary brand management and innovation, this textbook explores the dynamic interactions between companies and consumers in the co-creation of brands. It offers insights into current practices and strategies, making it an essential resource for students looking to understand the evolving landscape of branding in today's marketplace.