The Handbook of Brand Management
- Binding: Hardcover
- Publisher: Addison Wesley Publishing Company
- Publish date: 03/01/1993
Description:
A complete resource on managing brand names, the most powerful strategy in marketing. Brand names are now recognized as major corporate assets. Marketing managers must know the best strategies for promoting brand-name products, and under the new tax laws, financial managers will have to learn to put a monetary value on trade names.
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