Research, Theory and Practice, 2nd Edition
To Be Published September 30th 2015 by Routledge
Research, Theory and Practice
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific...
Published December 21st 2008 by Routledge