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Paperback The Science and Art of Branding Book
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ISBN: 0765617919

ISBN13: 9780765617910

The Science and Art of Branding

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Format: Paperback

Condition: Good

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Book Overview

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 realities, and consumer's brand perceptions - and explains how to fit them all together to build successful...

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