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Focusing on contemporary brand management and innovation, this textbook explores the dynamic interactions between companies and consumers in the co-creation of brands. It offers insights into current practices and strategies, making it an essential resource for students looking to understand the evolving landscape of branding in today's marketplace.
Buchkauf
Brand Management, Michael Beverland, Pinar Cankurtaran
- Sprache
- Erscheinungsdatum
- 2024
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- (Hardcover)
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