Download or read book Handbook on Brand and Experience Management written by Bernd Schmitt and published by Edward Elgar Pub. This book was released on 2008 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. the book focuses on practical, managerial, and organizational best practices.