Acknowledgements

Throughout the process of writing this textbook, there has been a number of people who have provided me with great support and encouragement.

First, I would like to thank my colleagues in the Department of Management at the University of Exeter Business School, and my very bright and passionate students, who over the years, have provided me with great inspiration and feedback while teaching them the content presented in this textbook.

I am extremely grateful to staff at Routledge, and in particular Sophia Levine and Emmie Shard, for their continuous guidance and support throughout the process of writing this textbook.

I would also like to extend my warmest thanks to the following people for their contribution (case studies): ...

Get Strategic Brand Management and Development now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.