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By Johny K. (Kjell) Johansson,Kurt A. Carlson

ISBN-10: 1452242879

ISBN-13: 9781452242873

Written via specialists on worldwide advertising and marketing, Contemporary model Management specializes in the necessities of name administration in today’s international industry. The textual content succinctly covers a average series of branding subject matters, from the development of a brand new model, to model extension and the production of a world model, to the administration of a firm’s model portfolio. The authors uniquely discover worldwide branding as a usual growth approach throughout markets and provide quite a few foreign manufacturers as examples all through. Designed for shorter strategic branding classes (half-term or 6 weeks in length), this article is the perfect significant other for upper-level, graduate, or executive-level scholars looking a realistic wisdom of name administration innovations and applications.

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Contemporary Brand Management by Johny K. (Kjell) Johansson,Kurt A. Carlson


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