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R. Rosenbaum-Elliott; L. Percy; S. Pervan
ISBN: 9780198797807
Estimated Dispatch Date: 26 Jan 2022
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Description

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behavior. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty. Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications.

Product Information

ISBN13 (SKU) 9780198797807
Title Strategic Brand Management
Author R. Rosenbaum-Elliott; L. Percy; S. Pervan
Edition 4th
Publisher Oxford University press
Publication Date 2018
Country of Publication United Kingdom
Format Type Physical
Number of Pages 368
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