A Very Short, Fairly Interesting and Reasonably Cheap Book about Brand Management - Paperback
A Very Short, Fairly Interesting and Reasonably Cheap Book about Brand Management - Paperback
Description
by Michael Beverland (Author), Pinar Cankurtaran (Author)
Each book in the 'Very Short, Fairly Interesting & Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
This accessible and affordable introduction to brand management provides an overview of the controversies and debates, leading thinkers and enduring challenges in brands and branding, with one eye on historical context and cultural and critical perspectives throughout.
Michael Beverland and Pinar Cankurtaran are Professor and Associate Professor of Brand Strategy at University of Sussex Business School.
Author Biography
Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.
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