Science and art of branding, the
Auteur :
Franzen, Giep / Moriarty, Sandra E.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765617903
Date de publication :
1 oct. 2008
Dimensions :
25,4 x 17,8 cm
Poids :
453 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Presents an overview of the thinking about the development of brand strategy. This title approaches successful brand strategy from both the producer and consumer perspectives. It makes distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions.