000			01819nam a2200325Ia 4500
001			1107
008			230305s2011 xx 000 0 und d
020			_a9781856178495
043			_aes_ES
041			_aeng
245		0	_aCreating powerful brands
250			_a4ª ed
260			_a _bRoutledge, _c2011
300			_axxv, 483 pages : illustrations ; 24 cm
520			_aThis has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. ; ; In this influential textbook, de Chernatony, McDonald & Wallace: ; ; • Summarise the latest thinking and best practice in the domain of branding ; • Show how branding theories are implemented in practice with all new real marketing campaigns ; • Bring the story up-to-date with a clear European focus ; ; Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
630			_aHF COMMERCE _914
650		0	_aBrand name products _92371
650		0	_aProduct management _92370
650			_a _912
700			_aWallace, Elaine _eAuthor _96289
700			_aMcDonald, Malcom _eAuthor _92414
700			_aDe Chernatony, Leslie _eAuthor _96290
856			_uhttp://books.google.es/books?id=q87vukS10s4C&printsec=frontcover&dq=creating+powerful+brand&hl=ca&sa=X&ei=EhTKUKiQCMK4hAe36YHABQ&ved=0CDIQ6AEwAA#v=onepage&q=creating%20powerful%20brand&f=false
902			_a458
905			_am
912			_a2011-01-01
942			_a1
953			_d2012-12-13 18:49:29
999			_c1112 _d1112