Brands and Consumers - Singh, Jaywant (Kingston University, UK); Crisafulli, Benedetta
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Brand management is firmly established as a core business and marketing activity, whilst the study of how consumers react to brands is evolving globally. This shortform book provides a premium research overview of these core business topics as a platform for future research and practice.

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Produktbeschreibung
Brand management is firmly established as a core business and marketing activity, whilst the study of how consumers react to brands is evolving globally. This shortform book provides a premium research overview of these core business topics as a platform for future research and practice.
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Autorenporträt
Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Benedetta Crisafulli is Senior Lecturer in Marketing at Birkbeck, University of London, UK.