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Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term "profitability" of specific brand strategies.
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Strategic Brand Management, Kevin Lane Keller
- Langue
- Année de publication
- 2002
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- (souple),
- État du livre
- Abîmé
- Prix
- 7,13 €
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