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Télécharger le livre : Moment of Truth
A. Bauer , B. Bloching , K. Howaldt , A. Mitchell
Moment of Truth
The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding...
Editeur : Palgrave Macmillan
Parution : 2005-12-12

Format(s) : PDF
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