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The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantag…
This book is a marketing course that will prepare students to lead a brand-centred marketing team in the consumer products/services arena. The emphasis is on marketing plans and day-to-day decision-making. Marketing decisions are usually made in a context of imperfect informatio…