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Brand Relevance
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens …
Managing Brand Equity
The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and …
Essentials of Marketing Research, 2nd Edition with SPSS 17.0
Part I The Nature and Scope of Marketing Research.Chapter 1 A Decision–Making Perspective on Marketing Research. Learning Objectives. Introduction. Role of Marketing Research …
Brand Equity & Advertising
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real …
Markenrelevanz
Die meisten Marketingstrategien zielen darauf ab, dass Produkte oder Dienstleistungen der eigenen Marke denen der Wettbewerber vorgezogen werden. Tatsächlich führt jedoch Marketing …
Developing Business Strategies
"Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy …