TY  - GEN
AU  - Chevalier,Michel
AU  - Mazzalovo,Gerald
TI  - Pro logo  (E-BOOK): Brands as a factor of progress 
SN  - 0230508898
PY  - 2003///
CY  - Basingstoke
PB  - Palgrave Macmillan
KW  - Business and Management
KW  - Sales & marketing management
KW  - E-Book
N1  - Originally published in: 2003; Introduction PART 1: THE WORLD OF BRANDS What is a Brand? Anti-Brand Communication From Value to Progress PART 2: BRAND MANAGEMENT Brand Identity The Brand Lifecycle and the Global Dimension The Brand Audit PART 3: THE ROLE OF THE CONSUMER Consumers' Behaviour Consumers' Power Structured Consumer Action Conclusion: Brands and Globalization
ER  -