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The Science and Art of Branding
The Science and Art of Branding
Author: Giep Franzen, Sandra Moriarty
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand...  more »
ISBN-13: 9780765617903
ISBN-10: 0765617900
Publication Date: 10/30/2008
Pages: 575
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Publisher: M.E. Sharpe
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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