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Advancing Insights on Brand Management

Editor

Listed:
  • Paolo Popoli

Abstract

This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Paolo Popoli (ed.), 2017. "Advancing Insights on Brand Management," Books, IntechOpen, number 4686.
    • Handle: RePEc:ito:pbooks:4686
    DOI: 10.5772/66566
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    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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