Heding, Tilde; Knudtzen, Charlotte F.; Bjerre, Mogens - 2020 - Third edition
"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 from the last 35 years. A highly regarded textbook, this fully updated third …