This is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the "quick fixes" of branding, it offers a comprehensive overview of brand management theories from the last 35 years.
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'Brand Management - Heding, Tilde (Copenhagen Business School, Denmark), Knudtzen, Charlotte F. (Copenhagen Business School, Denmark), Bjerre, Mogens'.
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