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Format: Hardcover
ISBN-10: 002900151X
ISBN-13: 9780029001516
Dec 1995
Publisher: Free Pr
380 pages
Illustrated
Language: English |
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Condition: Very Good
Seller's Comments: Very Good / Very Good Jacket. Aaker (marketing, Univ. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system.
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