The handbook of brand management
著者
書誌事項
The handbook of brand management
Pitman Publishing, 1993
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
One of a series of business books which aims to provide managers with information about current management thinking in a clear and accessible style. This is a guide to brand skills illustrated by an international list of case studies ranging from detergents to banking services. It guides the manager through the basic definitions of brand anatomies to the sophistications of market analysis, brand positioning, promotional expenditure and brand evaluation.
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