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Handbook on brand and experience management / edited by Bernd H. Schmitt and David L. Rogers

Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Edward Elgar E-Book ArchivePublisher: Cheltenham, U.K ; Northampton, Mass : Edward Elgar, 2008Description: 1 Online-Ressource (x, 328 p) : illISBN:
  • 9781848446151
Subject(s): Genre/Form: Additional physical formats: 1847200079 | 9781847200075 (hardback) | Erscheint auch als: 9781847200075 (hardback) Druck-Ausgabe | Erscheint auch als: Handbook on brand and experience management. Druck-Ausgabe. Cheltenham [u.a.] : Elgar, 2008. X, 315 S.DDC classification:
  • 658.827
RVK: RVK: QP 624LOC classification:
  • HD69.B7
DOI: DOI: 10.4337/9781848446151Online resources: Summary: This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practicesSummary: pt. 1. Concepts and frameworks of brand management -- pt. 2. Managerial concepts -- pt. 3. Concepts and frameworks of experience management -- pt. 4. Empirical studies and scales for brand and experience management -- pt. 5. Practitioner perspectivesPPN: PPN: 102343685XPackage identifier: Produktsigel: ZDB-1-EWE | ZDB-77-ECB | ZDB-77-EEC
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