Brand Management: Mastering Research, Theory and Practice by Tilde Heding and colleagues is a textbook that offers in-depth insight into the theory and practice of brand management. The book is intended for advanced bachelor’s and master’s students in marketing, strategy, and brand management.
Contents
This third fully updated edition highlights more than 1,000 academic sources and categorizes them into eight different schools of thought within brand management. The book provides a complete overview of research and theories from the past 35 years, and shows the link between scientific knowledge and practical applications.
By connecting theory and practice, this book supports students and professionals with a deep, systematic approach to brand conceptualization and management.
Product specifications
- Author: Tilde Heding (Copenhagen Business School, Denmark)
- Publisher: Taylor & Francis Ltd
- Imprint: Routledge
- Publication date: 2020-05-20
- Number of pages: 338
- ISBN: 9780367172589
- Topic: Brands and branding
- BISAC: BUSINESS & ECONOMICS / General
About the authors
Tilde Heding and Charlotte F. Knudtzen advise companies on communication and brand value. Both teach strategic brand management at Copenhagen Business School. Mogens Bjerre is an associate professor at the same institution and publishes extensively.