Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, ...
Lee masThis short-form book provides a comprehensive overview of research evidence on several core branding topics whilst acting ...
Lee masProvides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury ...
Lee masPublic Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding ...
Lee masBased on a comprehensive quantitative study, Julia Sinnig shows that the impact social media influencers have on brand-related ...
Lee masThe first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting ...
Lee mas