ISBN-13: 9781349340552 / Angielski / Miękka / 2012 / 230 str.
ISBN-13: 9781349340552 / Angielski / Miękka / 2012 / 230 str.
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.