Brand Management
Rs. 2099.00
About the Title
This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. It delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. The authors also provide an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offer in-depth insight into the opening question of almost every brand management course: "What is a brand?"
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