The process of brand management originated in US consumer goods companies in the 1930s and is now firmly established as a core activity within the marketing department of any significant enterprise. In recent years, there has been a great surge of scholarly and popular interest in the subject....
Published November 27th 2008 by Routledge
Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective...
Published May 30th 2007 by Routledge