Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer

Strategic Brand Management (2nd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Bran