"An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it."-Jeff Jarvis, author of What Would Google Do "This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world."-Vivian Schiller,...

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...