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The Routledge Companion to Contemporary Brand Management
häftad,
2021,
Engelska,
ISBN 9781032242392
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview …
Brands and Consumers
inbunden,
2022,
Engelska,
ISBN 9781138326897
Brand management is firmly established as a core business and marketing activity. The research evidence on how consumers react to branding, however, is in constant evolution …