"Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the "quick fixes" of branding, it offers a comprehensive overview of brand management theories...

This book explains how the concept of mutuality is quickly becoming a fundamental principle in marketing. It presents useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities