Brand Management Advancing Insights on

• Other Authors: Popoli, Paolo (Editor)
• Format: Electronic Book Chapter
• Language: English
• Published: IntechOpen 2017
• Subjects: Sales & marketing; consumer, critical success factors, marketing communication, stakeholder theory, entrepreneurs
• Online Access: DOAB: download the publication; DOAB: description of the publication

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 challenge...