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Brand Metrics (eBook, ePUB) - Kall, Jacek
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  • Format: ePub

This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, it shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future.

  • Geräte: eReader
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  • Größe: 1.33MB
Produktbeschreibung
This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, it shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future.

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Autorenporträt
Jacek Kall is lecturer in marketing at WSB University, Poznan, Poland.