Research Catalog

Handbook on brand and experience management

Title
Handbook on brand and experience management / edited by Bernd Schmitt and David L. Rogers.
Publication
Cheltenham : Edward Elgar, [2008], ©2008.

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Details

Additional Authors
  • Schmitt, Bernd.
  • Rogers, David L., 1970-
Description
x, 315 pages : illustrations; 25 cm
Summary
A handbook on new and emerging directions in brand management research and practice, this volume examines such topics as brand attachment, digital convergence, target group multiplicity, incidental brand exposure, and brand naming.
Subject
  • Brand name products > Management
  • Branding (Marketing)
  • Erfahrungsgut
  • Markenpolitik
  • Marketingstrategie
  • Psychologie
  • Verbraucher
  • Verbraucherverhalten
Genre/Form
Aufsatzsammlung.
Bibliography (note)
  • Includes bibliographical references and index.
ISBN
  • 9781847200075 (hbk.)
  • 1847200079 (hbk.)
OCLC
  • ocn190967888
  • 190967888
  • SCSB-9051216
Owning Institutions
Columbia University Libraries