Handbook on brand and experience management / 
edited by Bernd Schmitt and David L. Rogers. 
 - x, 315 páginas :  ilustraciones ;  25 cm. 
<br/><br/>Incluye bibliografía. 
<br/><br/> A handbook on new and emerging directions in brand management research and practice, this volume examines such topics as brand attachment, digital convergence, target group multiplicity, incidental brand exposure, and brand naming. 
<br/><br/><label>ISBN: </label>1847200079 9781847200075 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marcas de fábrica--Administración.
<br/><br/><label>Dewey Class. No.: </label>658.827  / H236 2008