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Strategic Brand Management: New Approaches to Creating & Evaluating Brand Equity
Strategic Brand Management New Approaches to Creating Evaluating Brand Equity
Author: Jean-Noel Kapferer
Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noël Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management ...  more »
ISBN-13: 9780788193545
ISBN-10: 0788193546
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Publisher: Diane Pub Co
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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