Duyệt theo Tác giả "Jacob, Isaac"
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Strategic brand management : building, measuring, and managing brand equity
Keller, Kevin Lane; Parameswaran, Ambi M. G.; Jacob, Isaac (Pearson, 2015)This book looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry ...