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###-Book Description Begin-###
by Deborah Roedder John (Author), Carlos J. Torelli (Author)
Paperback: 272 pages
Publisher: Oxford University Press; 1 edition (November 2, 2017)
Language: English
ISBN-10: 0190646004
ISBN-13: 978-0190646004
Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.