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Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable

Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable

Chapter Two. Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. Chapter Two Objectives. Explain the concept of brand equity from both the company’s and the customer’s perspectives. Describe the positive outcomes that result from enhancing brand equity.

By ron
(764 views)


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