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Brand Management (Hardback)
Imprint: IntechOpen
Pages: 100
ISBN: 9781803559995
Published: 9th November 2022
Script Academic & Professional
Pages: 100
ISBN: 9781803559995
Published: 9th November 2022
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Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and 'living” the brand.
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