Branding and sustainable competitive advantage : building virtual presence / Avinash Kapoor and Chinmaya Kulshretha, editors.

"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher.

Bibliographic Details
Other Authors: Kapoor, Avinash
Kulshrestha, Chinmaya, 1976-
Language:English
Published: Hershey, PA : Information Science Reference, [2012], ©2012.
Subjects:
Branding (Marketing)
Brand name products > Management.
Product management.
Physical Description:282 pages ; cm.
Format: Book
Description
Summary:
"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher.
Call Number:HF5415.1255 .B72 2012
Bibliography Note:Includes bibliographical references and index.
ISBN:9781613501719 (hbk.)
9781613501726 (ebook)
9781613501733 (print & perpetual access)