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Strategic Brand Management Lessons for Winning Brands in Globalized Markets

by: ;
9780190646004

Strategic Brand Management Lessons for Winning Brands in Globalized Markets

by: ;
  • ISBN 13:

    9780190646004

  • ISBN 10:

    0190646004

  • Edition: 1st
  • Format: Paperback
  • Copyright: 11/02/2017
  • Publisher: Oxford University Press
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Summary

Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.

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