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Connective Branding: Building Brand Equity in a Demanding World
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Connective Branding: Building Brand Equity in a Demanding World Open ebook - 2010

by Claudia Fisher; Christine Vallaster


Details

  • Title Connective Branding: Building Brand Equity in a Demanding World
  • Author Claudia Fisher; Christine Vallaster
  • Binding Open Ebook
  • Pages 380
  • Volumes 1
  • Language ENG
  • Publisher Wiley
  • Date 2010
  • ISBN 9780470740873 / 0470740876
  • Dewey Decimal Code 658.827

About the author

Dr Claudia Fisher is the founder of Lemontree Brand Strategy, a consulting firm based in Munich, Germany, and advises blue chip companies all over the world on high profile marketing and branding issues. She is the author of several articles on branding and has contributed to David Aaker's latest book, Brand Portfolio Strategy. Claudia holds an MBA from the University of Chicago and a PhD in Marketing from the University of Innsbruck.

Dr. Christine Vallaster is Research Fellow at the Marketing Department of the University of Giessen, Germany. She has published a number of articles in highly ranked academic journals such as Business Horizons, European Journal of Marketing, and the Harvard Business Manager (German Edition). She works as a consultant in the field of brand management and also speaks regularly at marketing conferences. Christine holds a PhD in Marketing from the University of Innsbruck.