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Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today's global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm's brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout.

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Thông tin chi tiết
Tác giả Johny K Johansson,Kurt A Carlson
Nhà xuất bản SAGE Publications Inc
Năm phát hành 03-2014
ISBN 9781452242873
Trọng lượng (gr) 362
Kích thước 1.0 x 22.0 x 18.0
Số trang 272
Giá bìa 1,241,000 đ