Paperback
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Richard Rosenbaum-Elliott (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management),Larry Percy (International Consultant in Marketing and Communication and Visiting Professor at Copenhagen Business School),Professor Simon Pervan (Professor of Marketing, La Trobe University Business School)
The only textbook that builds upon the traditional branding models to fully explore the emotional, social, and cultural impact real-world brands have on contemporary consumers.
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