Strategic Brand Management
商品資訊
ISBN13:9780198797807
出版社:Oxford Univ Pr
作者:Richard Rosenbaum-elliott; Larry Percy; Simon Pervan
出版日:2018/09/19
裝訂/頁數:平裝/368頁
規格:24.1cm*19.1cm*1.9cm (高/寬/厚)
版次:4
定價
:NT$ 3359 元優惠價
:90 折 3023 元
無庫存,下單後進貨(到貨天數約45-60天)
下單可得紅利積點:90 點
商品簡介
作者簡介
相關商品
商品簡介
A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behavior. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and how they compete for consumer loyalty.
Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial applications. Diverse and dynamic examples--from the pull of the latest Samsung phone to British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia--are accompanied by advertisements and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of branding application and challenge students to question company practices and apply the theories from the chapter.
The definitions and ideas used in the study of branding are distilled into "Key Concepts," listed at the start of chapters and revisited within chapters, which summarize the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as relevant. As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.
ONLINE RESOURCES:
For Students:
*Web exercises
*Web links
*Video links
For Lecturers:
*PowerPoint slides
*Resource box
Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial applications. Diverse and dynamic examples--from the pull of the latest Samsung phone to British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia--are accompanied by advertisements and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of branding application and challenge students to question company practices and apply the theories from the chapter.
The definitions and ideas used in the study of branding are distilled into "Key Concepts," listed at the start of chapters and revisited within chapters, which summarize the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as relevant. As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.
ONLINE RESOURCES:
For Students:
*Web exercises
*Web links
*Video links
For Lecturers:
*PowerPoint slides
*Resource box
作者簡介
Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath.
Larry Percy is an International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School.
Simon Pervan is Associate Professor in Marketing at Swinburne University of Technology.
主題書展
更多
主題書展
更多書展今日66折
您曾經瀏覽過的商品
購物須知
外文書商品之書封,為出版社提供之樣本。實際出貨商品,以出版社所提供之現有版本為主。部份書籍,因出版社供應狀況特殊,匯率將依實際狀況做調整。
無庫存之商品,在您完成訂單程序之後,將以空運的方式為你下單調貨。為了縮短等待的時間,建議您將外文書與其他商品分開下單,以獲得最快的取貨速度,平均調貨時間為1~2個月。
為了保護您的權益,「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨,請在商品鑑賞期內寄回,且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。