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Brand Strength

Brand Strength

Martin Walser

66,12 €
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Editorial:
Springer Nature B.V.
Año de edición:
2004
Materia
Ventas y marketing
ISBN:
9783824479597
66,12 €
IVA incluido
Disponible

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Sobre IBD

Martin G. Walser breaks with the well established 'advertising paradigm', which postulates that strong brands are above all the result of advertising. Instead, he focuses on 'experiential information', i.e. the consumers’ experience with the brand, as a main source of brand strength.

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