Brands : interdisciplinary perspectives /
Brands : interdisciplinary perspectives /
- Abingdon, Oxon ; New York, NY : Routledge, 2015.
- xiv, 375 pages : ill., plates ; 26 cm.
- Routledge interpretive marketing research .
Includes bibliographical references and index.
Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from consumption markets and culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy, and Morris Holbrook. Organised into four perspectives - cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks.
9781138787964 (hardback) 9781138787964: £95.00 1138787965 (hardback)
2014024844
Branding (Marketing)
Brand name products.
Product management.
658.827 / SCH
Includes bibliographical references and index.
Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from consumption markets and culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy, and Morris Holbrook. Organised into four perspectives - cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks.
9781138787964 (hardback) 9781138787964: £95.00 1138787965 (hardback)
2014024844
Branding (Marketing)
Brand name products.
Product management.
658.827 / SCH