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“alex simonson”

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  • Marketing Aesthetics

    The Strategic Management of Brands, Identity, and Image

    by Alex Simonson, Bernd H. Schmitt ...
    There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics?Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines ... Read more

    $15.99 USD