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The Infinite Asset: Managing Brands to Build New Value
The Infinite Asset Managing Brands to Build New Value
Author: Sam Hill, Chris Lederer, Kevin Lane Keller
Remember when brand management was as straightforward as promoting a single product or service? Today, brands mingle so much-McDonald's and Disney partner on promotional giveaways, Subaru markets an L.L. Bean edition of the Outback, Toys R Us and Amazon.com jointly launch an online toy store-a whole system of brands can make or break a product a...  more »
ISBN-13: 9781578512492
ISBN-10: 1578512492
Publication Date: 9/15/2001
Pages: 238
Rating:
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Publisher: Harvard Business School Press
Book Type: Hardcover
Members Wishing: 0
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