LIBROS DEL AUTOR: nicola maria riley

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  • Identity-Based Brand Management
    Christoph Burmann / Nicola-Maria Riley / Tilo Halaszovich
    This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand...
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    47,67 €