Managing Brand Equity Capitalizing on the Value of a Brand Name
- List Price: $35.00
- Binding: Hardcover
- Publisher: Simon & Schuster
- Publish date: 06/01/1991
Description:
Citing dozens of examples from companies such as Ivory, Nissan, and Ford, this book shows the advantages of putting the long-term health of a brand over short-term performance.
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