TY  - BOOK
AU  - Kahn,Barbara E.
TI  - Global Brand Power: Leveraging Branding for Long-Term Growth
T2  - Wharton Executive Essentials
SN  - 9781613630259
PY  - 2013///
CY  - Chicago
PB  - Wharton Digital Press
KW  - Electronic books
N1  - Intro -- Introduction -- Chapter 1: A Brand's Role in the Four Stages of the Purchase Process -- Chapter 2: Experiential Positioning of a Brand -- Chapter 3: Qualitative Measurement of Brand Value -- Chapter 4: Quantitative Methods for Assessing Brand Value -- Chapter 5: Management of Brands -- Chapter 6: Effective Brand Communications and Repositioning Strategies -- Conclusion
UR  - https://ebookcentral.proquest.com/lib/bcsl-ebooks/detail.action?docID=5482542
ER  -