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Harvard Business Review on Brand Management ("Harvard Business Review" Paperback) by Harvard Business Review |
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“A detailed examination of how globalisation has created – not as has been predicted, a passive consumer base content to support mass-produced brands at a reasonable price – but rather, fragmented markets and increasingly demanding consumers who are not content to take brands at face value but who support brands that assert their local identities and idiosyncrasies.”
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K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific
“His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities.”
The Journal of Brand Management
--This text refers to the Paperback edition.
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