Strategic Brand Management by Brice Martin & Elisha Stephens

Type

Book

Authors

Brice Martin & Elisha Stephens

ISBN 10

1788824091

ISBN 13

9781788824095

Tags

Subjects, New, Used & Rental Textbooks

Description

Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique sociocultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. - from Amzon

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