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Brand Strength: Building and Testing Models Based on Experiential Information - Forschungsgruppe Konsum und Verhalten Martin Walser Softcover reprint of the original 1st ed. 2004 edition
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Brand Strength: Building and Testing Models Based on Experiential Information - Forschungsgruppe Konsum und Verhalten
Martin Walser
Martin G. Walser breaks with the well established "advertising paradigm," which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information," i.e. the consumers' experience with the brand, as a main source of brand strength.
328 pages, 4 black & white illustrations, 26 black & white tables, biography
| Mídia | Livros Paperback Book (Livro de capa flexível e brochura) |
| Lançado | 29 de janeiro de 2004 |
| ISBN13 | 9783824479597 |
| Editoras | Deutscher Universitats-Verlag |
| Páginas | 309 |
| Dimensões | 148 × 210 × 17 mm · 390 g |
| Idioma | Alemão |
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