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E-RESOURCE

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

Published Cheltenham, U.K. ; Northampton, Mass. : Edward Elgar, 2008.

Copies

Location Call No. Status
 UniM INTERNET resource    AVAILABLE
Physical description x, 328 p. : ill.
Notes Title from cover.
Bibliography Includes bibliographical references and index.
Contents 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 perspectives.
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 practices.
Other author Schmitt, Bernd H.
Rogers, David L.
Edward Elgar Publishing.
Subject Business names.
Product management.
ISBN 9781847200075 (hardback)
9781848446151 (e-book)
1847200079