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The new strategic brand management : creating and sustaining brand equity long term / Jean-Noël Kapferer. London : Philadelphia : Kogan Page, 2008.xv, 560 p. : ill. ; 29 cm.Reveals the latest techniques used by companies worldwide and the leading issues faced by the brand strategist today, supported by case studies. Covers numerous topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment
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