Jaywant Singh

Brand management is firmly established as a core business and marketing activity. The research evidence on how consumers react to branding, however, is in constant evolution globally. This short-form book provides a comprehensive overview of... Lire la suite

‘A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.’
Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia ‘A thought-provoking text that... Lire la suite

How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. ***Brand Management***combines practical and real-life applications with a range of perspectives and... Lire la suite