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A compact overview of all issues of brand management relevant to academia and practice. This book provides an overview of the pertinent brand management models, focusing on a brand’s identity-based perception. It intensively portrays both marketing and brand strategies, and links them to the operative level of the marketing mix. Moreover, it takes into account brand evaluation and controlling.
Prof. Peter M. Runia and Prof. Frank Wahl, FOM University of Applied Sciences, Essen, Germany.
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