The Routledge Companion to Contemporary Brand Management
Author : Francesca Dall'Olmo Riley
Publisher : Routledge
Total Pages : 616
Release : 2016-07-15
ISBN 10 : 9781317751571
ISBN 13 : 1317751574
Language : EN, FR, DE, ES & NL

The Routledge Companion to Contemporary Brand Management Book Description:

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.