What is brand equity, and how is it built, measured, and managed? What are the important decisions

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What is brand equity, and how is it built, measured, and managed? What are the important decisions in developing brand strategy?
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Management Accounting Information for Decision-Making and Strategy Execution

ISBN: 978-0137024971

6th Edition

Authors: Anthony A. Atkinson, Robert S. Kaplan, Ella Mae Matsumura, S. Mark Young

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