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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 …
Strategic Market Management
MARKETING RESEARCH
Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic …
Marketing Research
Marketing Research prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce …
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 …
Strategic Market Management
Business students studying strategy and marketing courses in the UK and Europe. Developing and implementing strategies is now very different than it was only a few decades ago, …
Strategic Market Management
Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with …