(Re)inventing the Brand: Can Top Brands Survive the New Market Realities?
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
GenresProduct managementBrand name products
234 pages
English edition · First published 2001 by Kogan Page · ISBN 9780749435936
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