Perspectives on Brand Management

Perspectives on Brand Management is an exciting edited text—based on international research from a hand-picked team of experts—and explores and analyzes the issues, trends and challenges in the dynamic field of brand management. · Treats core branding theory as well as ‘perspectives’ and ‘branding futures’ · Broad selection of international contributors · Cohesion and theoretical integration provided across the text North American contributors include: · Pierre Berthon, Bentley College · Morris B. Holbrook, Columbia University · James Hulbert, Columbia University · Leyland F. Pitt, Simon Fraser University · Susan Fournier, Boston University