by AA. VV. · Deusto · tapa blanda · ISBN 9788423422487
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Part of the Harvard Business Review series, this book provides deep insights into strategic brand management in a globalized environment. Featuring articles from renowned experts such as David A. Aaker and John A. Quelch, it covers essential topics like product differentiation, developing elite brands, product-line extension logic, and strategies to maximize brand value without relying solely on mass media. Designed for managers and professionals, this volume offers fundamental tools to stay competitive in a fast-moving market, presenting landmark ideas that have shaped modern business strategy.
