Strategic Brand Management

Rosenbaum-Elliott, Richard, Percy, Larry, Pervan, Simon

ISBN 10: 019956521X / ISBN 13: 9780199565214

Published by Oxford University Press, Incorporated, 2011

About this Item

Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects.

Seller Inventory # GRP63841285

Bibliographic Details

• Title: Strategic Brand Management
• Publisher: Oxford University Press, Incorporated
• Publication Date: 2011
• Language: English
• ISBN 10: 019956521X
• ISBN 13: 9780199565214
• Binding: Soft cover
• Edition: 2nd Edition
• Condition: Very Good
• Weight: 3.307 pounds

About this title

Synopsis

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.

About the Authors

Professor Richard Rosenbaum-Elliott is Dean of the School of Management, Professor of Marketing and Consumer Research, University of Bath, and Fellow of St Anne's College, Oxford.
Professor Larry Percy is Visiting Professor, Copenhagen Business School and Luiss School of Business, Rome, and International Consultant in Marketing Communications and Brand Strategy.
Dr Simon Pervan is Senior Lecturer at Southern Cross University, Australia and Co-Editor in Chief of the Journal of Consumer Behavior.

Professor Richard Rosenbaum-Elliott is Dean of the School of Management, Professor of Marketing and Consumer Research, University of Bath, and Fellow of St Anne's College, Oxford.
Professor Larry Percy is Visiting Professor, Copenhagen Business School and Luiss School of Business, Rome, and International Consultant in Marketing Communications and Brand Strategy.
Dr Simon Pervan is Senior Lecturer at Southern Cross University, Australia and Co-Editor in Chief of the journal of Consumer Behaviour.