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European Business and Brand Building by Andrzej K. Kozminski, Hubert Bonin, Luciano Segreto, Carles Manera (Paperback, 2012)

About this product

About this product

Product Information

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders. The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.

Product Identifiers

Publisher
Presses Interuniversitaires Europeennes
ISBN-13
9789052017938
eBay Product ID (ePID)
115948174

Product Key Features

Author
Andrzej K. Kozminski, Hubert Bonin, Luciano Segreto, Carles Manera
Publication Name
European Business and Brand Building
Format
Paperback
Language
English
Subject
Management, History, Advertising
Publication Year
2012
Type
Textbook
Number of Pages
264 Pages

Dimensions

Item Height
220mm
Item Width
150mm
Item Weight
380g

Additional Product Features

Country/Region of Manufacture
Belgium
Editor
Carles Manera, Luciano Segreto, Andrzej K. Kozminski, Hubert Bonin

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