| Description |
373 pages : illustrations ; 24 cm |
| Contents |
1. Competition and cooperation -- Pt. I. Theories -- 2. Theories of importance in BRM -- Pt. II. Horizontal competition -- 3. Horizontal competition -- 4. The Colgate brand - development on a mature market -- 5. The Daim brand - in search of brand identity -- Pt. III. Vertical competition -- 6. Vertical competition -- 7. The ICA master brand - change processes -- 8. The ICA Nara subbrand -- Pt. IV. Analysis and conclusions -- 9. Brand relations management : bridging the gap between brand promise and brand delivery |
| Bibliography |
Includes bibliographical references (pages 361-370) and index |
| Subject |
Branding (Marketing)
|
|
Brand name products.
|
| Author |
Back, Rolf, 1944-
|
| LC no. |
00002607 |
| ISBN |
8763001217 Rest of the world paperback |
|
8279351434 Norway paperback |
|
