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Author
Publisher
Wiley
Pub. Date
©2008
Physical Desc
1 online resource (346 pages)
Language
English
Description
Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels. Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating,...
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