Brand Storming: Managing Brands in the Era of Complexity

Fioroni, M.; Titterton, G.

We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

Details

Published by: Palgrave Macmillan

Publication Date: 2008-12-12

Format: Hardcover

ISBN-13: 9780230222434

DOI: 10.1007/978-0-230-23351-5

Dimensions: 229cm x152cm

Pages: 223