Handbook-on-Brand-and-Experience-Management.pdf

Handbook on Brand and Experience Management

Handbook on Brand and

Experience Management

Edited by

Bernd H. Schmitt

Center on Global Brand Leadership, Columbia Business School, USA

and

David L. Rogers

Center on Global Brand Leadership, Columbia Business School, USA

Edward Elgar

Cheltenham, UK • Northampton, MA, USA

transmitted in any form or by any means, electronic, mechanical or photocopying, recording, or

otherwise without the prior permission of the publisher.

Published by

Edward Elgar Publishing Limited

The Lypiatts

15 Lansdown Road

Cheltenham

Glos GL50 2JA

Edward Elgar Publishing, Inc.

William Pratt House

9 Dewey Court

Northampton

Massachusetts 01060

USA

A catalogue record for this book

is available from the British Library

Library of Congress Control Number: 2008937107

ISBN 978 1 84720 007 5

Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall