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- Tác giả: Larry Percy
- Thông tin XB: Oxford University Press, 2018
- Mô tả vật lý: 496p.
- Tóm tắt: Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and how they compete for consumer loyalty.
- Từ khóa: Brands; Brand Equity; Brand Building
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