LIBROS DEL AUTOR: ted karlsson

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  • Branding Behind the Scenes - Internal Corporate Brand Building in Three Swedish Service Firms
    Ted Karlsson
    This book deals with perhaps the most powerful marketing tool in business – the brand. There is a consensus that every organization needs to develop a strong brand as a part of their business strategy. However, it is not clear how corporate brands can be effectively developed. This book is based on an academic study which empirically explores the internal corporate brand buildi...
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    83,89 €