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Brand management : co-creating Meaningful Brands

Michael Beverland Pinar Cankurtaran | London : SAGE | 2024 Third ed.

"This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory [...]

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Beverland, M., Cankurtaran, P. (2024). Brand management : co-creating Meaningful Brands. (Third ed.). London : SAGE.

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