Brands and Consumers

Brand management is firmly established as a core business and marketing activity, whilst the study of how consumers react to brands is evolving globally. This shortform book provides a premium research overview of these core business topics as a platform for future research and practice.

Managementul marcii este ferm stabilit ca o activitate de baza in afaceri si marketing, in timp ce studiul modului in care consumatorii reactioneaza la marci evolueaza la nivel global. Aceasta carte scurta ofera o prezentare generala premium a acestor subiecte de afaceri esentiale, ca platforma pentru cercetari si practici viitoare.