The New Strategic Brand Management
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Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgra
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"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name.
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Pages: 448
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This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples an