Holistic Approaches to Brand Culture and Communication Across Industries (Hardcover) (ISBN-13: 9781522531500)

The world of brands is undergoing a sea of change in the domain of consumer culture and it has become a challenge to cater to the minds of audiences. As such, effective branding has moved from being product- and service-oriented to organizational- and social movement-oriented. Holistic Approaches to Brand Culture and Communication Across Industries is a pivotal reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Featuring extensive coverage on relevant areas such as consumer behavior, observational research, and brand equity, this publication is an ideal resource for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Author: Sabyasachi Dasgupta
ISBN-10: 1522531505
ISBN-13: 9781522531500
Publisher: Business Science Reference
Language: English
Published: 12/15/2017
Pages: 325
Format: Hardcover
Weight: 1.66lbs
Size: 10.00h x 7.00w x 0.75d