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Branding. Kellogg. Gestão de Marcas
by Alice Tybout, Tim Calkins · Saraiva · tapa blanda
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Pages: 120 pagesAuthor: Alice Tybout, Tim CalkinsPublisher: SaraivaFormat: tapa blandaLanguage: pt-BRRelease date: 1/1/2017ISBN: ISBN 9788547221249
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Synopsis of Branding. Kellogg. Gestão de Marcas
Esta obra, organizada por Alice M. Tybout e Tim Calkins, reúne o conhecimento de ponta da Kellogg School of Management sobre a gestão estratégica de marcas. O livro explora como o branding vai além de um simples nome, representando uma promessa de valor e experiência satisfatória para o cliente, exigindo o envolvimento de toda a cadeia de suprimentos da empresa. Com prefácio de Philip Kotler, o conteúdo oferece uma visão prática e acadêmica sobre posicionamento, design e estratégias de comunicação. É uma ferramenta essencial para profissionais de marketing e executivos que buscam modelos, listas de verificação e insights valiosos para construir e alavancar marcas de sucesso em diversos setores.
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