Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets - Couverture souple

Chernatony, L.De; McDonald, Malcolm

 
9780750606608: Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets

Synopsis

Companies have recognized the balance sheet value of brands. There is however still confusion about branding as a marketing tool where many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book clarifies the nature and power of brands.

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