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Brand Equity Management
by Paul Martin
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960.00
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844.80
12
The purpose of this revised edition is to elaborate the main issues of managing brand equity. In order to achieve this purpose, author examines conceptual evolution of brand equity; framework of managing brand equity; and different ways to leverage and measure brand equity. In this thought-provoking work, Paul Martin, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Martin deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management.ISBN-9788182205574
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