Each book in the ‘Very Short, Fairly Interesting & Reasonably Cheap’ series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
This accessible and affordable introduction to brand management provides an overview of the controversies and debates, leading thinkers and enduring challenges in brands and branding, with one eye on historical context and cultural and critical perspectives throughout.
Michael Beverland and
Pinar Cankurtaran are Professor and Associate Professor of Brand Strategy at University of Sussex Business School.
Mục lục
Chapter 1: Introduction: studying brands and branding
Chapter 2: Past, present and future of brands and branding
Chapter 3: The brand gurus
Chapter 4: How to speak like a branding pro
Chapter 5: Enduring challenges in branding
Epilogue
Giới thiệu về tác giả
Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.
Thêm sách điện tử từ cùng một tác giả / Biên tập viên
254.716 Ebooks trong thể loại này
