The New Strategic Brand Management : Creating and Sustaining Brand Equity Long Term
By: Kapferer, Jean-Noël
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Material type: 
BookPublisher: London : Kogan Page, 2003Edition: 2nd ed.Description: 443p.ISBN: 0749420693.Subject(s): Brand name products -- Management | Product management | Strategic planningOnline resources: Click here to access online Summary: This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.
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includes bibliographic references and index.
This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.
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