Brands and Brand Management: Contemporary Research Perspectives [精装]

Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. Many leading experts in the science of branding, both national and international, have contributed to this book. The book should appeal to all students, faculty and marketing professionals with an interest in research findings about brands and an interest in deepening their understanding of how consumers view brands.