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Charlotte F. Knudtzen (1)

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Brand Management / 3rd edition

Mastering Research, Theory and Practice

2020 || Paperback || Tilde Heding e.a. || Taylor & Francis

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management.

Mor...