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    By: K. Howaldt

    QTY
    -+
    $64.99
     
     
    ISBN
    9780230203884
    Date Released
    Binding
    eBook
     
     

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    Description
    The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.

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