by Philip Kotler (Author), Waldemar Pfoertsch (Contributor)
An ingredient brand is a component of a product that has its own brand identity. This book explains how ingredient branding works and how brand managers can successfully improve the performance of component marketing.
Format: Paperback
Pages: 416
Edition: 2010
Publisher: Springer
Published: 23 May 2010
ISBN 10: 3642438180
ISBN 13: 9783642438189
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