图书简介

Part I: Setting the scene 1. Introduction 2. Overview: brand management 1985?2015 3. Taxonomy of brand management 1985?2015 Part II: Seven brand approaches 4. The economic approach 5. The identity approach 6. The consumer-based approach 7. The personality approach 8. The relational approach 9. The community approach 10. The cultural approach 11. Other categorizations of brand management 12. Keywords in brand management

Trade Policy 买家须知