Economy of brands, the
Auteur :
Lindemann, J.
Éditeur :
Palgrave Macmillan
ISBN :
9780230232501
Date de publication :
7 mai 2010
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.