Produkt mají v nabídce:
Handbook of Brand Management Scales - Zarantonello, Lia (University of Bath, UK) a Pauwels-Delassus, Veronique (IESEG School of Management, France)
The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need.
