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The Infinite Asset: Managing Brands to Build New Value

by Sam Hill

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Introduces a 3-D mapping tool - the brand portfolio molecule - that lets managers visualize elements of a brand and how they interact to create new value. This book argues that a company's brand portfolio must reflect how the target customer actually views the brand.

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6+ Works 145 Members

Sam Hill is the cofounder of the Helios Consulting Group, which helps top management solve complex strategic problems.

Classifications

Genres: Nonfiction, Business
DDC/MDS: 658.8 — Applied science & technology Management & public relations General management Of Marketing
LCC: HD69 .B7 .H55 — Social sciences Industries. Land use. Labor Industries. Land use. Labor Other
BISAC: BUS BUSINESS & ECONOMICS Management

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Members: 21
Popularity: 1,237,771
Rating: (3.00)

Languages: English
Media: Paper
ISBNs: 1

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Published: 2001
Genres: Nonfiction, Business
DDC/MDS: 658.8
LCC: HD69 .B7 .H55

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6+ Works 145 Members

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