Jaywant Singh, Benedetta Crisafulli

Brands and Consumers (eBook, PDF)

A Research Overview

• Format: PDF

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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 128
• Erscheinungstermin: 27. Dezember 2022
• Englisch
• ISBN-13: 9780429831157
• Artikelnr.: 66867382

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.