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Brand-driven Innovation: Strategies for Development and Design

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by Erik Roscam Abbing
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Brand-driven Innovation: Strategies for Development and Design by Erik Roscam Abbing

Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge.

The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.

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Ebook Details
Pages: 208
Size: 20.3 MB
Publisher: AVA Publishing
Date published:   2010
ISBN: 9782940439768 (DRM-PDF)

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Nonfiction > Business & Economics > Management

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