Branding

‘Previously limited to the wealthiest, luxury is now a central phenomenon of our modern societies. Luxury brands reflect the diffusion of materialism across social classes and generations, the extent of social competition and self-brandi...

‘Adriana Campelo’s Handbook consolidates not only existing knowledge of place branding, it also offers insights into its controversies and possible solutions. Taking a stakeholder approach, the chapters include a wide range of concerns t...

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocati...