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Managing Brand Equity (Hardcover)

by David A. Aaker (Author) "One Sunday in 1879 Harley Procter, one of the founders of the candle and soap firm Procter & Gamble (P&G), heard a sermon based on..." (more)
Key Phrases: milking strategy, transformational advertising, high perceived quality, Weight Watchers, Betty Crocker, American Express (more...)

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