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Focusing on contemporary brand management and innovation, this textbook explores the dynamic interactions between companies and consumers in the co-creation of brands. It offers insights into current practices and strategies, making it an essential resource for students looking to understand the evolving landscape of branding in today's marketplace.
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Brand Management, Michael Beverland, Pinar Cankurtaran
- Language
- Released
- 2024
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- (Hardcover)
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