Strategic Brand Management by Larry Percy
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.Larry Percy is Professor of Marketing at the Copenhagen Business School, as well as a marketing and communications consultant with more than 40 years' experience. Dr Percy has previously held posts at University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. He has more than 90 publications to his name, including 12 books, and has served on the editorial board of a number of academic journals.
| SKU | Unavailable |
| ISBN 13 | 9780199260003 |
| ISBN 10 | 0199260001 |
| Title | Strategic Brand Management |
| Author | Larry Percy |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Oxford University Press |
| Year published | 2006-12-14 |
| Number of pages | 288 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |