Brand rewired : connecting intellectual property, branding, and creativity strategy /

""How do Procter & Gamble and Google and companies like them build a billion-dollar brand? They design strong intellectual property strategy into their innovation and branding processes through the power of collaboration and interdisciplinary teams. Whether a company is maintaining a b...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Chasser, Anne H.
Other Authors: Wolfe, Jennifer C.
Format: Electronic eBook
Language:Inglés
Published: Hoboken, N.J. : Wiley, ©2010.
Subjects:
Product management.
Branding (Marketing)
Intellectual property.
Strategic planning.
Intellectual Property
Produits commerciaux > Gestion.
Stratégie de marque.
Propriété intellectuelle.
Planification stratégique.
branding.
intellectual property.
BUSINESS & ECONOMICS > Advertising & Promotion.
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