Heding T. Brand management: research, theory and practice / Heding T., Knudtzen C.F., Bjerre M. - Abingdon; New York: Routledge, 2009. - xviii, 267 p.: ill. - Incl. bibl. ref. - Name ind.: p.260-261. - Sub. ind.: p.262-267. - ISBN 978-0-415-44326-5  Место хранения:   048 | Байкальский институт природопользования CO РАН | Улан-Удэ

Оглавление / Contents

List of illustrations ...................................... vii List of tables ............................................... x List of boxes ............................................... xi Foreword Leslie de Chernatony ............................. xiii Preface ..................................................... xv Acknowledgements .......................................... xvii PART I Setting the scene ...................................... 1 1 Introduction ................................................. 3 2 Key words in brand management ................................ 9 3 Overview: brand management 1985-2006 ........................ 20 PART II Seven brand approaches ................................ 27 4 The economic approach ....................................... 29 5 The identity approach ....................................... 47 6 The consumer-based approach ................................. 83 7 The personality approach ................................... 116 8 The relational approach .................................... 151 9 The community approach ..................................... 181 10 The cultural approach ...................................... 207 PART III Taxonomy ............................................. 243 11 Taxonomy of brand management 1985-2006 ..................... 245 Index ...................................................... 260