The challenges facing brand managers today /

This ebook derives from the 7th Global Brand Conference of The Academy of Marketing's Special Interest Group on Brand, Corporate Identity and Reputation, held at Oxford University in 2011. The authors explore the challenges brand management faces as customers increasingly demand multisensory an...

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Bibliographic Details
Call Number:Libro Electrónico
Other Authors: Guzmán, Francisco, Iglesias, Oriol
Format: Electronic eBook
Language:Inglés
Published: [Bradford] : Emerald Insight, 2012.
Series:Journal of Product & Brand Management: Volume 21, Issue 6.
Subjects:
New products > Management.
New products > Marketing.
Branding (Marketing)
Advertising > Brand name products.
Stratégie de marque.
Produits de marque > Publicité.
branding.
Advertising > Brand name products
New products > Management
New products > Marketing
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