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Strategic Brand Management (2nd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab
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Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi
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In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a sys
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Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understandi