The Retail Jeweller's GuideBook - 1988 | 5th ed.
Branding is a key consideration in any marketing or communications strategy, however, it has been subject to colossal overuse, misuse, and abuse. This text identifies key misconceptions in the field and shows professionals how to recognize them, avoid them, and replace them with strategic and tactical insight for marketing and management. The book explodes the myths and misconceptions that have developed as branding has become a hotter and more lucrative area for consultants.
Publisher: London ; Boston : Butterworths, 1988.
Edition: 5th ed.
Branch Call Number: 739.27 B636
Characteristics: 412 p. ; 23 cm.