MARC状态:订购 文献类型:西文图书 浏览次数:37
- 题名/责任者:
- Holistic Approaches to Brand Culture and Communication Across Industries (Advances in Marketing, Customer Relationship Management, and E-services) Sabyasachi Dasgupta,Santosh Kumar Biswal,M. Anil Ramesh
- 出版发行项:
- Business Science Reference 2017
- ISBN:
- 9781522531500
- 载体形态项:
- 281
- 一般附注:
- Hardcover
- 摘要附注:
- The world of brands is undergoing a sea of change in the domain of consumer culture and it has become a challenge to cater to the minds of audiences. As such, effective branding has moved from being product- and service-oriented to organizational- and social movement-oriented. Holistic Approaches to Brand Culture and Communication Across Industries is a pivotal reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Featuring extensive coverage on relevant areas such as consumer behavior, observational research, and brand equity, this publication is an ideal resource for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
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