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Название: Brand Stretch: Why 1 in 2 Extensions fail, and how to beat the odds
Автор: Taylor D.
Аннотация:
David Taylor's insightful and inspiring look inside the world of brand stretch reveals the real reasons for the poor success rate in this area and provides a practical programme to help boost your chances of success. The 'brand added value' approach ensures that extension efforts focus on promising and delivering compelling, competitive consumer benefits.