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This innovative work provides a state-of-the-art overview of current thinking about the development of
Offers an overview of thinking about the development of brand strategy. This book approaches successful brand strategy from both the producer and consumer perspectives. It makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions, and explains how to fit them to build successful brands.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Offers an overview of thinking about the development of brand strategy. This book approaches successful brand strategy from both the producer and consumer perspectives. It makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions, and explains how to fit them to build successful brands.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.