Strategic Brand Management pdf epub mobi txt 电子书 下载 2025
- 管理学
- emotion
- brand,
- 品牌战略
- 品牌管理
- 市场营销
- 企业战略
- 品牌定位
- 品牌传播
- 竞争策略
- 消费者行为
- 品牌价值
- 品牌建设
具体描述
Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.
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