methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in … brand management give insights into the exponential growth of the field and identify promising directions for future … investigation. Illustrating the significant depth and breadth of research in brand management, contributors explore both …

: Theory and Practice 1, Amsterdam, Holland, New York, NY and Oxford, UK: North-Holland Publishing Company, 203-26 -- Peter K … Edition, McGraw-Hill. -- Lando, D. (2004), Credit Risk Modeling: Theory and Applications, Princeton University Press …), "The Cost of Capital, Corporation Finance and the Theory of Investment," American Economic Review, 48, 261-297. -- Nelson …

Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical … perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories … -- 5. Rhetorical evolution of brand marks -- Part III: visual elements -- 6. Typeface in visual branding -- 7. Spokes …

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 …

-- Part 2 best frenemies? -- 6. The theory of the firm -- 7. The theory of granularity -- 8. Collusion on blockchain -- 9 …

qualitative methods to generate divergence in creativity theory / Elizabeth D. Rouse and Michael G. Pratt -- Index. …

Contents: Preface and acknowledgements -- Part I: What and why -- 1. Theory-driven, practice-driven, and "sweet spot … contributions to theory and practice. Throughout the book, the authors argue that there is a 'sweet spot' where both scholarly and …