Strategy and Management of Industrial Brands - Business to Business - Products and Services

Riassunto

On a practical level, this book aims to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? It also defines and expands on two objectives to be added to the traditional functions of branding.

Dettagli sul prodotto

• Autori: Philippe Malaval
• Editore: Kluwer Academic Publishers
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 31.01.2001
• EAN: 9780792379706
• ISBN: 978-0-7923-7970-6
• Pagine: 424
• Dimensioni: 156 mm x 234 mm x 25 mm
• Peso: 770 g
• Categoria: Scienze sociali, diritto, economia > Economia > Management