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Branding and Product Development
Scholar Year: 2018/2019 - 1S
Courses
Teaching language
Portuguese
Objetivos de aprendizagem
Contents
Bibliography
Aaker, D. (1996). Building strong brands. Free Press: 1996.
Aaker, D. (2011). Brand Relevance. Making competitors irrelevant. Willey, New York
Baker,M, Hart,S, (1999). Product Strategy and Management, Prentice Hall, Harlow
Kapferrer, J. (2008). The New Strategic Brand Management. Creating and sustaining brand equity long term, 4th ed, Kogan Page, London.
Keller, K., Aperia, T., Georgson, M. (2008). Strategic brand management: a European perspective. Pearson Education, Harlow.
Mark, M., & Pearson, C. (2001). Building Extraordinary Brands through the Power of Archetypes. Mc-Graw Hill.
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