Brand Management
Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in in...
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| Altri autori: | , |
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| Natura: | Elettronico Capitolo di libro |
| Lingua: | inglese |
| Pubblicazione: |
IntechOpen
2022
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| Soggetti: | |
| Accesso online: | DOAB: download the publication DOAB: description of the publication |
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| Riassunto: | Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and "living" the brand. |
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| Descrizione fisica: | 1 electronic resource (100 p.) |
| ISBN: | intechopen.96845 9781803560007 9781803559995 9781803560014 |
| Accesso: | Open Access |