Browsing Closed by Author "Kornberger, Martin"

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Browsing Closed by Author "Kornberger, Martin"

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  • Kornberger, Martin (Cambridge University Press, 2010)
    Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus ...