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The Brand: Form, Content, and Management (Portuguese Version, Brazil)
de Toro Martín, Juan Manuel; Pérez Castro, CarlosNota técnica MN-347-PBMarketingIt is about giving a definition of the brand asset that has become one of the main assets of any company today. The components that add value to said asset are also defined, such as the name, symbol, slogan, colors, packaging, people and characters, songs, etc.Desde 8,20 €
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Andrew Sullivan and Faraway Ltd
Cespedes, Frank V.; Godden, AlexCaso HBS-813104-EIniciativa emprendedoraThe "Andrew Sullivan and Faraway Ltd" case series focuses on entrepreneurial selling, and is based on an older case study, "Deaver Brown and Cross River Inc." (9-394-042). It concerns two entrepreneurs, Andrew Sullivan and Hope Abasi, who have designed an innovative pushchair (baby stroller) and, a year later, are looking for an order from a large retailer. The case requires students to prepare, deliver, and evaluate Sullivan's sales calls on two...Desde 8,20 €