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On Branding
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On Branding
O guru do branding, David Aaker, apresenta neste livro compacto os 20 princpios essenciais para criar e manter marcas fortes. Reunindo e resumindo o que h de melhor no trabalho do autor, esses princpios oferecem uma ampla compreenso das marcas, sua estratgia e construo, e mostram como criar portflios de marca sinrgicos e eficientes. Esta , sem dvida, uma fonte indispensvel para gestores, estrategistas de marketing e de marca e uma excelente leitura de entrada para todas as outras publicaes de David Aaker.
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