Creating powerful brands in consumer, service and industrial markets
De Chernatony, L. (Leslie)2003
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'Creating Powerful Brands' cuts through the mystery surrounding branding and the confusion regarding it as a promotional tool. The authors show how to develop brand strategies for long-term corporate growth.
Main title:
Creating powerful brands in consumer, service and industrial markets / Leslie De Chernatony and Malcolm McDonald.
Edition:
3rd ed.
Imprint:
Oxford : Elsevier Butterworth-Heinemann, 2003.
Collation:
xvii, 467 p., [8] p. of plates : ill., facsims. (some col.) ; 24 cm.
Notes:
Previous ed.: 1998.Includes bibliographical references and index.
ISBN:
9780750659802 (pbk)
Dewey class:
658.827658.827
Local class:
658.827 CHE
Language:
English
BRN:
745512