Brand Management

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strat..

While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in a..

This trailblazing book introduces the concept of "brands’ attitude", filling the gap in our understanding of consumers’ brand purchasing and usage behavior. With real consumer data, examples, and cases, it is a must-read for every serious marketer and branding student...

This trailblazing book introduces the concept of "brands’ attitude", filling the gap in our understanding of consumers’ brand purchasing and usage behavior. With real consumer data, examples, and cases, it is a must-read for every serious marketer and branding student...

BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?'..

Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. Brand Risk is a practical and accessible book for those who hold responsibilities in marketing or risk management, ..

Branding and design are moving closer together. Despite the strong link between famous brands and the products sold under their name, there is still a gap in understanding the relationship between product design and brand-building - Monika Hestad plugs that gap. Branding and Product Design examines..

This book provides a systematic elaboration of branding in governance and public management. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitatio..

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. _x005F_x000D_ Focusing on the creation, development and management of brands in the world’s most dynamic, diverse and challeng..

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. _x000D_ Focusing on the creation, development and management of brands in the world’s most dynamic, diverse and challenging bu..

Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and c..

The CEO Brand explores the impact a CEO has on the firm and the ways in which this "human brand" affects the corporation both in financial and non-financial terms, from firm performance and profits to trust and corporate reputation...