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How brands grow : including emerging markets, services, durables, B2B and luxury brands. Part 2 / Jenni Romaniuk, Byron Sharp

Main Author Romaniuk, Jenni Coauthor Sharp, Byron Publication Victoria, Austrália, Oxford University Press : , 2022 Description XIV, 239 p. ISBN 9780190330026 Topical name Marketing
Marcas
B2B
Marcas - Novas CDU
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [M] ROM 11453 Available 11453
Total holds: 0

ÍNDICE

1. How Brands;

2- Target the (Whole) Market;

3- Where New Customers Come From;

4- Building Mental Availability;

5- Leveraging Distinctive Assets;

6- Achieving Reach;

7- Word-of-mouth Facts Worth Talking About;

8- Building Physical Availability;~

9- Building Physical Availability;

10- New Brands and new buyers of brands;

11- Getting Down to Business-to-Business Markets;

12. And Finally, a Bit of Luxury.

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