Emmanuel Mogaji

(Author)

Brand Management: An Introduction Through Storytelling (2021)Paperback - 2021, 3 April 2021

Brand Management: An Introduction Through Storytelling (2021)
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Print Length
266 pages
Language
English
Publisher
Palgrave MacMillan
Date Published
3 Apr 2021
ISBN-10
3030661180
ISBN-13
9783030661182

Description

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Product Details

Author:
Emmanuel Mogaji
Book Edition:
2021
Book Format:
Paperback
Country of Origin:
NL
Date Published:
3 April 2021
Dimensions:
25.4 x 17.78 x 1.52 cm
ISBN-10:
3030661180
ISBN-13:
9783030661182
Language:
English
Location:
Cham
Pages:
266
Weight:
494.42 gm

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