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Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout

Taylor, David

Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout David Taylor - England John Wiley & Sons ltd 2004 - xiii, 162p.

ISBN: 0470862114

Subjects--Topical Terms:
Branding (Marketing)
Product management
Brand name products - Valuation--Management
Brand name products - Management

Dewey Class. No.: 658.827 / TAY-B

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Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout