Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues.
Proposes a series of theoretical and practical managerial instruments which analyse the aesthetic aspects of various brand manifestations.
- Format: Hardback
- Pages: 230 pages, XVI, 230 p.
- Publisher: Palgrave Macmillan
- Publication Date: 24/07/2012
- Category: Sales & marketing
- ISBN: 9780230336735