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Brand Mascots: And Other Marketing Animals
Stephen Brown Sharon Ponsonby-Mccabe (Autor)
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Routledge
· Tapa Dura
Brand Mascots: And Other Marketing Animals - Stephen Brown Sharon Ponsonby-Mccabe
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Reseña del libro "Brand Mascots: And Other Marketing Animals"
Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. Featuring case studies and empirical analyses from around the world this book presents the latest thinking on beast-based brands. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community.
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