Strategic Brand Management

3.8 avg rating
( 10 ratings by Goodreads )
)  
9780199565214: Strategic Brand Management
View all copies of this ISBN edition:
 
 

Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications.

Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.

"synopsis" may belong to another edition of this title.

About the Author:

Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising
research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of
the Association for Consumer Research in the United States. Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was
formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising,
dysfunctional consumer behaviour, and consumption and self-identity issues.

Review:


"Some wonderful, crisp, and incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding. "--Jim Freund, University of Lancaster


"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9780199260003: Strategic Brand Management

Featured Edition

ISBN 10:  0199260001 ISBN 13:  9780199260003
Publisher: Oxford University Press, 2007
Softcover

Top Search Results from the AbeBooks Marketplace

1.

Rosenbaum-Elliott|Richard|Percy|Larry|Pervan|Simon
Published by Oxford Univ Pr
ISBN 10: 019956521X ISBN 13: 9780199565214
New Quantity Available: 1
Seller:
GoldBooks
(Denver, CO, U.S.A.)

Book Description Oxford Univ Pr. Condition: new. Seller Inventory # think019956521X

More information about this seller | Contact this seller

Buy New
US$ 210.83
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

2.

Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan
Published by Oxford University Press, USA (2011)
ISBN 10: 019956521X ISBN 13: 9780199565214
New Paperback Quantity Available: 1
Seller:
Ergodebooks
(RICHMOND, TX, U.S.A.)

Book Description Oxford University Press, USA, 2011. Paperback. Condition: New. 2. Seller Inventory # DADAX019956521X

More information about this seller | Contact this seller

Buy New
US$ 253.00
Convert currency

Add to Basket

Shipping: US$ 1.99
Within U.S.A.
Destination, rates & speeds