This new textbook teaches students and managers how to accelerate a firms branding performance, without disrupting day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.
This text is essential reading for post-experience postgraduate students of marketing, practising marketers and general managers, as well as final year marketing under-graduates, with placement year experience.
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