| Description |
1 online resource |
| Series |
Routledge interpretive marketing research ; 19 |
|
Routledge interpretive marketing research series ; 19.
|
| Contents |
pt. 1. Cultural perspectives -- pt. 2. Corporate perspectives -- pt. 3. Consumer perspectives -- pt. 4. Critical perspectives |
| Summary |
"Branding has emerged as a cornerstone of marketing practice and corporate strategy. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook. Organised into four perspectives - cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects. This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer's lives and cultural discourse"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; title from PDF title page (EBSCO, viewed December 10, 2014) |
| Subject |
Branding (Marketing)
|
|
Brand name products.
|
|
Product management.
|
|
branding.
|
|
BUSINESS & ECONOMICS -- Industrial Management.
|
|
BUSINESS & ECONOMICS -- Management.
|
|
BUSINESS & ECONOMICS -- Management Science.
|
|
BUSINESS & ECONOMICS -- Organizational Behavior.
|
|
Brand name products
|
|
Branding (Marketing)
|
|
Product management
|
| Form |
Electronic book
|
| Author |
Schroeder, Jonathan E., 1962- editor.
|
| ISBN |
9781317658542 |
|
131765854X |
|
1138787965 |
|
9781138787964 |
|
9781315765808 |
|
1315765802 |
|
