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Jan-Benedict Steenkamp
417 pages • missing pub info (editions)
ISBN/UID: 9781349949946
Format: Digital
Language: English
Publisher: Palgrave Macmillan
Publication date: Not specified
Description
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will...
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—
Jan-Benedict Steenkamp
417 pages • missing pub info (editions)
ISBN/UID: 9781349949946
Format: Digital
Language: English
Publisher: Palgrave Macmillan
Publication date: Not specified
Description
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will...