Journals Higher Education

$69.95

Paperback

08 May 2011

320 Pages | 65 illus.

9.7 x 7.4 inches

ISBN: 9780199565214


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Bookseller Code (04)

Companion website

Strategic Brand Management

Second Edition

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan

Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. The second edition offers updated coverage of cutting-edge topics and an enhanced Companion Website.

New to this Edition:

  • A brand-new chapter on Brands, Innovation, and High Technology
  • Extensive revisions throughout that integrate coverage of corporate reputation, corporate social responsibility, environmental and social issues, brand communities, tribes and subcultures, brand extension theory and portfolio management, e-marketing, and digital media
  • Numerous new illustrative examples to help students understand the link between theory and practice
  • Greater integration between the book and the Companion Website, with new web exercises and links to examples and brands used in the text
  • A completely updated and expanded Companion Website offers resources for students (web links, web exercises, and a glossary of terms) and instructors (updated and extended Powerpoint-based slides and links and references for relevant multimedia, print, film, and TV clips)
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