Building Brand Equity And Consumer Trust Through Radical Transparency Practices
de Marija Gogova Samonikov e Elena Veselinova
Sobre o livro
Presents emerging scholarly perspectives on the role of branding in organisational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners.