6810447
9781847200075
A handbook on new and emerging directions in brand management research and practice, this volume examines such topics as brand attachment, digital convergence, target group multiplicity, incidental brand exposure, and brand naming.Schmitt, Bernd H. is the author of 'Handbook on Brand and Experience Management', published 2009 under ISBN 9781847200075 and ISBN 1847200079.
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