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001 ocn127193739
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008 070515s2007 enka ob 001 0 eng d
010 _z 2007004231
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019 _a171257106
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020 _a9781119209126
_q(electronic bk.)
020 _a1119209129
_q(electronic bk.)
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020 _a9781280839559
020 _a9786610839551
020 _a6610839557
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035 _a(OCoLC)127193739
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037 _bOverDrive, Inc.
_nhttp://www.overdrive.com
037 _a6B04F048-4E76-4CF5-AA3D-0199A56123DA
_bOverDrive, Inc.
_nhttp://www.overdrive.com
050 4 _aHD69.B7
_bI527 2007eb
072 7 _aBUS
_x002000
_2bisacsh
082 0 4 _a658.8/27
_222
049 _aMAIN
100 1 _aInd, Nicholas.
245 1 0 _aBranding governance :
_ba participatory approach to the brand building process /
_cNicholas Ind and Rune Bjerke.
260 _aChichester, England ;
_aHoboken, NJ :
_bJohn Wiley & Sons,
_c�2007.
300 _a1 online resource (xii, 276 pages) :
_billustrations
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
504 _aIncludes bibliographical references (pages 245-263) and index.
505 0 _apt. 1. Two concepts of brand building -- pt. 2. Participatory branding and the assemblage.
588 0 _aPrint version record.
520 1 _a"Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in the marketing communications-led approach to brand-building, and argue instead for a highly participative, organisation-wide process that delivers both fulfilment to employees and value to customers. Their emphasis is on the importance of interaction and experience in determining brand equity. To achieve this, organisations must break down the boundaries between those inside and outside it, and fuse the different parts together."--Jacket
546 _aEnglish.
590 _aJohn Wiley and Sons
_bWiley Online Library: Complete oBooks
650 0 _aProduct management.
650 0 _aBrand name products.
650 0 _aBranding (Marketing)
650 6 _aProduits commerciaux
_xGestion.
650 6 _aStrat�egie de marque.
650 6 _aProduits de marque.
650 7 _abranding.
_2aat
650 7 _aBUSINESS & ECONOMICS
_xAdvertising & Promotion.
_2bisacsh
650 7 _aBranding (Marketing)
_2fast
650 7 _aBrand name products
_2fast
650 7 _aProduct management
_2fast
700 1 _aBjerke, Rune.
758 _ihas work:
_aBranding governance (Text)
_1https://id.oclc.org/worldcat/entity/E39PCH4kyKq67j3VCbXQwygKYd
_4https://id.oclc.org/worldcat/ontology/hasWork
776 0 8 _iPrint version:
_aInd, Nicholas.
_tBranding governance.
_dChichester, England ; Hoboken, NJ : John Wiley & Sons, �2007
_z9780470030752
_z0470030755
_w(DLC) 2007004231
_w(OCoLC)81252786
856 4 0 _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119209126
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