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Paul Temporal 作者

Wiley

译者

2002-03-08 出版日期

296 页数

USD 34.95 价格

Hardcover

丛书系列

9780471479253 图书编码

Advanced Brand Management 在线电子书图书标签: startegy brand

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发表于2024-11-23

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Advanced Brand Management 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Advanced Brand Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Advanced Brand Management 在线电子书图书描述

Branding your firm's future-with success

More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products.

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