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Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market

 

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Author: Sanz-Marcos, Paloma
Department: Universidad de Sevilla. Departamento de Comunicación Audiovisual, Publicidad y Literatura
Date: 2019
Published in: IROCAMM: International Review of Communication and Marketing Mix, 2 (1), 7-13.
Document type: Article
Abstract: The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural brandi...
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Cite: Sanz-Marcos, P. (2019). Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market. IROCAMM: International Review of Communication and Marketing Mix, 2 (1), 7-13.
Size: 549Kb
Format: PDF

URI: https://hdl.handle.net/11441/89219

DOI: 10.12795/IROCAMM.2019.v02.i01.01

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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