Brand Management: A Theoretical and Practical Approach

This has got to be one of the most comprehensive publications on branding ever produced. There is nothing like it in terms of subject breadth and depth. It is a must for undergraduates studying specialist marketing degrees or postgraduates and higher degree students , Richard West, consultant and Visiting Lecturer, Westminster Business School, University of Westminster.

The text is packed full of up to date material including numerous cases on individual companies that reflect contemporary practice and this adds credence to much of the theory , Geoff Lancaster, Professor of Marketing, University of North London, Chairman Durham Associates Group Ltd, Castle Eden and Chief Examiner, Institute of Sales and Marketing Management.

Brand Management: A theoretical and practical approach

should be of particular interest to both undergraduate and postgraduate students studying for a general marketing qualification as well as those specialising in Brand Management, Product Branding or Corporate Image/Branding. It will also be of benefit to marketing and advertising practitioners and CIM students.

Rik Riezebos is Managing Consultant of Brand Capital (Rotterdam). He is also Director of the Erasmus Brand Management Centre, a knowledge centre of Erasmus University, Rotterdam and has been affiliated with Erasmus University since 1987.