Brand Chronicle

Author: Su Yong
Publisher:
Publish Date: 2003-06-01
Features: This book is a research-based work. It is a systematic outcome formed by the author based on years of research in consumer behavior and brand strategy. The purpose of writing this book is to provide brand strategy researchers with a comprehensive scan of brands, and to offer systematic references and guidance on brand strategy for corporate practitioners. The structure and many viewpoints of this book originate from the author's own research, while also referencing other works related to brand research. It is hoped that this will contribute a new achievement to brand strategy research in China.