Product Specifications
Descriptions
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. 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.
Specifications
ISBN-13
9780195692280
ISBN-10
0195692280
Cover Type
Paperback
Language
English
No. Of Pages
265
Author
Richard Elliott, Larry Percy
Publisher
Oxford University Press
Country
India