The Infinite Asset: Managing Brands to Build New Value

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The authors use in-depth case studies from 3M, Cadillac, Miller Beer, and other corporations to illustrate how brands add both economic and strategic value to companies, especially during economic downturns.

The Infinite Asset: Managing Brands to Build New Value 2001, Harvard Business School Press, Boston, MA

ISBN-13: 9781578512492

Hardcover

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