Handbook on Brand and Experience Management (by Bernd H. Schmitt, David L. Rogers)


Author(s): Bernd H. Schmitt, David L. Rogers

Publisher: Edward Elgar Pub
Publish date: 2009-02
ISBN-10: 1847200079
ISBN-13: 9781847200075
Language: English
Description: This important "Handbook" explores new and emerging directions in
both brand management research and practice. It encompasses a
diverse set of approaches including the latest academic research
offering new frameworks for understanding brand management, the
researcher's perspective on current tools in practice by brand
managers today, new research and conceptual frameworks for
understanding and managing customer experiences, recent empirical
research and scale development in both brand and experience
management and articles by practitioners involved in brand and
experience management, focusing on practical, managerial, and
organizational best… more…

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