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The Infinite Asset : Managing Brands to Build New Value by Christian Lederer and Sam Hill (2001, Hardcover)
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Product Description : Introduces a 3D mapping tool the brand portfolio molecule that lets managers visualize elements of a brand and how they interact to create new value This book argues that a companys brand portfolio must reflect how the target customer actually views the brand
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Product Information
Introduces a 3-D mapping tool - the brand portfolio molecule - that lets managers visualize elements of a brand and how they interact to create new value. This book argues that a company's brand portfolio must reflect how the target customer actually views the brand.Product Identifiers
PublisherHarvard Business Review Press
ISBN-101578512492
ISBN-139781578512492
eBay Product ID (ePID)88699375
Product Key Features
Number of Pages238 Pages
LanguageEnglish
Publication NameInfinite Asset : Managing Brands to Build New Value
SubjectConsumer Guides, Management
Publication Year2001
TypeNot Available
Subject AreaBusiness & Economics, Référence
AuthorSam Hill, Christian Lederer
FormatHardcover
Dimensions
Item Height2.3 in
Item Weight19.8 oz.
Item Length9.6 in
Item Width6.4 in
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