Elliott, Richard H.
Strategic brand management. / Richard Elliott, Larry Percy. - Oxford ; New York : Oxford University Press, 2007. - xiv, 265 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Contents: The Social-cultural meaning of brands: Understanding the social psychology of brands -- Emotion and brands -- The Symbolic meaning of brands -- Cultural meanings systems and brands -- Brand equity: Brand equity -- Auditing and measuring brand equity -- Managing brands: Band strategies 1 - symbolic brands -- Brand strategies 2 - functional brands -- Brand stretching and retrenching -- Branding services and managing the corporate brand -- Brands and advertising.
0199260001 9780199260003
2006033911
GBA671687 bnb
013536594 Uk
Product management.
Strategic planning.
HF5415.15.E43
658.8/27
Strategic brand management. / Richard Elliott, Larry Percy. - Oxford ; New York : Oxford University Press, 2007. - xiv, 265 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Contents: The Social-cultural meaning of brands: Understanding the social psychology of brands -- Emotion and brands -- The Symbolic meaning of brands -- Cultural meanings systems and brands -- Brand equity: Brand equity -- Auditing and measuring brand equity -- Managing brands: Band strategies 1 - symbolic brands -- Brand strategies 2 - functional brands -- Brand stretching and retrenching -- Branding services and managing the corporate brand -- Brands and advertising.
0199260001 9780199260003
2006033911
GBA671687 bnb
013536594 Uk
Product management.
Strategic planning.
HF5415.15.E43
658.8/27