From Brand Vision to Brand Evaluation
Subtitle: Strategically Building and Sustaining Brands
Publisher: Butterworth-Heinemann
Published: April 1, 2001
Language: eng
Format: Paperback
Number of pages: 376
ISBN-13: 9780750646147
Subjects: Business strategy; Sales & marketing; Business/Economics; Business & Economics; Business / Economics / Finance; Advertising & Promotion; Marketing - General; Business & Economics / Marketing / General
First sentence: The purpose of this chapter is to introduce the reader to the concept of brands from the external perspective as well as the internal perspective.