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ISBN-13 · 9780190646004ISBN-10 · 0190646004Publisher · Oxford University PressFormat · Paperback, 272 pagesPublished · 2017Language · English
Strategic Brand Management: Lessons for Winning Brands in Globalized Markets
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About this book
Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.