Publisher description for Strategic brand management / Richard Elliott, Larry Percy.


Bibliographic record and links to related information available from the Library of Congress catalog


Information from electronic data provided by the publisher. May be incomplete or contain other coding.


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Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the
book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.


Library of Congress subject headings for this publication:
Product management.
Strategic planning.