With the emergence of schools of thought which examine brands and branding according to relationships, brand communities and popular culture; consumers are becoming more significant in shaping the brand agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand...

"This book explores important social issues that call for reform such as health care, self-perceptions, and corporate responsibilities to the environment, giving readers a guide to understanding and appreciation behind social marketing and how it can be used to positively alter social conscience...

"This book explores important social issues that call for reform such as health care, self-perceptions, and corporate responsibilities to the environment, giving readers a guide to understanding and appreciation behind social marketing and how it can be used to positively alter social conscience...

"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher

"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher.