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  • ISBN: 9780029001011
  • ISBN10: 0029001013

Managing Brand Equity Capitalizing on the Value of a Brand Name

by David A. Aaker

  • List Price: $35.00
  • Binding: Hardcover
  • Publisher: Simon & Schuster
  • Publish date: 06/01/1991
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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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