Brands : interdisciplinary perspectives /
Contributor(s): Schroeder, Jonathan E.
Series: Routledge interpretive marketing research.Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2015Description: xiv, 375 pages : ill., plates ; 26 cm.Content type: text $2 rdacontent | text Media type: unmediated $2 rdamedia | unmediated Carrier type: volume $2 rdacarrier | volumeISBN: 9781138787964 (hardback); 9781138787964:; 1138787965 (hardback).Subject(s): Branding (Marketing)
| Brand name products | Product managementDDC classification: 658.827 Summary: 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.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.827 SCH (Browse shelf(Opens below)) | 1 | Available | 0092100 |
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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.