Brand management: a theoretical and practical approach
Auteur :
Riezebos, Rik
Éditeur :
Pearson Education Limited
ISBN :
9780273655053
Date de publication :
9 sept. 2002
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This work aims to give insight into what a successful brand can mean for a company, taking a decision-making approach to give managers a better feeling of how to adequately develop, manage and protect brands. It covers topics such as design, adverse publicity and judicial protection.