Brand Management

Presenting the basics of brand management, the second edition provides both a theoretical and practical guide, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity.

Prezentand elementele de baza ale managementului marcii, cea de-a doua editie ofera atat un ghid teoretic, cat si practic, punand accent pe teoria conform careia consumatorul este un co-creator in identitatea unui brand.