Handbook on brand and experience management
This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tool...
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| Format: | eBook |
| Language: | English |
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Cheltenham, U.K
Edward Elgar
2008
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices pt. 1. Concepts and frameworks of brand management -- pt. 2. Managerial concepts -- pt. 3. Concepts and frameworks of experience management -- pt. 4. Empirical studies and scales for brand and experience management -- pt. 5. Practitioner perspectives |
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| Physical Description: | x, 328 p ill |
| ISBN: | 9781847200075 1847200079 9781848446151 |