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Sinopsis
Book by Temporal Paul
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Críticas
"...a description of what brand management is, but also a manifesto for the exciting interdisciplinary challenge it should be..."(Marketing, 17 April 2003)
Reseña del editor
Branding your firm's future-with success More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products.
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- EditorialJohn Wiley & Sons (Asia) Pte Ltd
- Año de publicación2002
- ISBN 10 047147925X
- ISBN 13 9780471479253
- EncuadernaciónTapa dura
- IdiomaInglés
- Número de páginas312
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Advanced Brand Management
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Advanced Brand Management
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John Wiley & Sons, 2002
ISBN 10: 047147925X
ISBN 13: 9780471479253
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Hardcover. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 1.55. Nº de ref. del artículo: G047147925XI4N00
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Advanced Brand Management: From Vision to Valuation
Publicado por
John Wiley & Sons, 2002
ISBN 10: 047147925X
ISBN 13: 9780471479253
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Advanced Brand Management: From Vision to Valuation
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John Wiley & Sons 22/03/2002, 2002
ISBN 10: 047147925X
ISBN 13: 9780471479253
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Advanced Brand Management: From Vision to Valuation
Publicado por
John Wiley & Sons 22/03/2002, 2002
ISBN 10: 047147925X
ISBN 13: 9780471479253
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Tapa dura
Librería: Bahamut Media, Reading, Reino Unido
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Condición: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Nº de ref. del artículo: 6545-9780471479253
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