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Advancing insights on brand management

Popoli, Paolo - Nama Orang

This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

Additional Information
Penerbit
London : IntechOpen
GMD ( General Material Designation )
Electronic Resource
No. Panggil
658.8
ADV
a
658.8 ADV a
ISBN/ISSN9789535135975
Klasifikasi
658.8
Deskripsi Fisik
210 p.; 22 cm.
Bahasa
English
Edisi
-
Subjek
Humans
Pernyataan Tanggungjawab
Info Detail Spesifik
-
GMD
Electronic Resource
Tipe Isi
text
Tipe Media
computer
Tipe Pembawa
online resource

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