Varumärket : en hotad tillgång

• On the role and function of brands. The first book on strategic brand management published in Swedish, and one of the first internationally. Brand management and trademark management is discussed. The notion of the brand is discussed and the the corporate brand and its role in modern business and society is introduced.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Brand

brand management

corporate brand

trademark management

varumärken

marknadsföring

urvattning

Publikations- och innehållstyp

bok (ämneskategori)

vet (ämneskategori)