Building Brand Equity And Consumer Trust Through Radical Transparency Practices (Advances In Marketing, Customer Relationship Management, And E-Services)

This book focuses on the importance of brand equity for long-term companies profitability, taking into account the complexity of the environment as a resultant factor that increasingly complicates the process of creating new value and its effectuation in stable profitability and analyzes the source of sustainable competitive advantage--

• | Author: Elena Veselinova|Marija Gogova Samonikov, Elena Veselinova
• | Publisher: IGI Global
• | Publication Date: Jul 13, 2017
• | Number of Pages: 392 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 1522524177
• | ISBN-13: 9781522524175