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Marketing management
(Prentice Hall, 2012)
Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.
Strategic brand management: building, measuring, and managing brand equity
(Pearson Education Limited, 2013)
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical ...