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La Marque (3e édition.)

Lai, Chantal, author.

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La marque est devenue un sujet incontournable pour les professionnels du marketing.

Elle est en effet au coeur des reflexions strategiquesquelles marques lancer ou garderSur quelles marques investirOu comment organiser les differentes marques du portefeuilleComment communiquerLe caractere complexe de la marque et ses differentes problematiques sont abordes dans cet ouvrage, de facon claire et pragmatique.Illustree de nombreux exemples, cette nouvelle edition accorde une large place aux evolutions recentes du management de la marque: referencement en ligne, fidelite et engagement a la marque, brand content, interaction avec les consommateurs, co-branding...

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Product Details

Publisher/Imprint Dunod

ISBN/Ean2100755900 / 9782100755905

FormateBook (Adobe Pdf)

Dewey658.827

Published07/09/2016

Book LanguageFrench

Pages125 pages

Copy LimitsCopy: 20%; print: 20%

BIC