PDF Download Strategic Brand Management By Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan
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Strategic Brand Management By Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan
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- Sales Rank: #975693 in Books
- Published on: 2011-05-08
- Original language: English
- Number of items: 1
- Dimensions: 7.40" h x .60" w x 9.70" l, 1.50 pounds
- Binding: Paperback
- 303 pages
Review
"Some wonderful, crisp, and incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding. "--Jim Freund, University of Lancaster
About the Author
Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising
research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of
the Association for Consumer Research in the United States. Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was
formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising,
dysfunctional consumer behaviour, and consumption and self-identity issues.
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