by n/a · Tapa blanda · ISBN 9788820028831
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«Licensing: il business del marchio» is the business essay by Massimo Franzosi and G. Rizzo, published by Sperling & Kupfer in paperback, in Italian.
The book explains licensing as a business strategy: brands can license usage rights to third parties or acquire licenses to expand their market presence, strengthen their value and open new revenue streams. It analyzes the economic impact of this practice and how to integrate it into brand management.
The work belongs to the series «Le basi del management»; it was published in Italian in 1999.
For executives, entrepreneurs and marketing professionals interested in licensing as a route to brand growth.
