Journals Higher Education

$81.95

Paperback

Published: 19 September 2018

368 Pages

9.7 x 7.4 inches

ISBN: 9780198797807


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Bookseller Code (04)

Online Resource Centre

Strategic Brand Management

Fourth Edition

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan

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New to this Edition:

  • A new chapter on brand management through social media reflects the increasing importance of this medium on branding, and includes coverage of value creation, brand love, and brand intimacy
  • New cases with a global focus, including Coca-Cola's Ramadan campaign, Amazon's targeting of female customers in India, and Levi's appeal to Chinese millennials
  • Updated and extended coverage of digital advancements, such as online video gaming, user tracking, privacy, and mobile marketing
  • New material on co-creation, brand passion, measuring brand value, and nostalgia branding
  • New images and advertisements from companies such as Samsung, Jigsaw, The Flight Centre, and comparethemarket.com
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