Brand Management (Paperback)

此書已出版了新版
 

作者: Michael Beverland 
書城編號: 1355528

原價: HK$598.00
現售: HK$568.1 節省: HK$29.9

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出版社: Sage Publications Ltd
出版日期: 2018/02/10
尺寸: 232x186x33mm
重量: 820 grams
ISBN: 9781473951983

商品簡介
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.

In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.

To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite.

The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant.

Suitable reading for students of branding and brand management modules.
Michael Beverland 作者作品表

eBook: Brand Management: Co-creating Meaningful Brands (DRM EPUB)

eBook: Brand Management: Co-creating Meaningful Brands (DRM PDF)

Brand Management (Hardcover)

Brand Management (Paperback)

Building Brand Authenticity: 7 Habits of Iconic Brands (Hardcover)

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