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Strategic Brand Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Richard Elliott 作者

Oxford University Press, USA

译者

2007-02-08 出版日期

288 页数

USD 60.00 价格

Paperback

丛书系列

9780199260003 图书编码

Strategic Brand Management 在线电子书图书标签: 管理学 emotion brand,

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发表于2024-11-26

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Strategic Brand Management 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Strategic Brand Management 在线电子书图书描述

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural 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. Building on a solid theoretical underpinning, this textbook 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. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.

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