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Publisher: Flamingo
Published: January 15, 2001
Language: eng
Number of pages: 400
ISBN-13: 9780006530404
First sentence: The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.