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Strategic Brand Management

Auteur: Rosenbaum-Elliott, Richard (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management)
Editeur: Oxford University Press
Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.
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ISBN / EAN 9780198704201
Auteur Rosenbaum-Elliott, Richard (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management)
Editeur Oxford University Press