Strategic Brand Management Tools in Publishing

Article English OPEN
Pitsaki, Irini;
(2011)
  • Publisher: Common Ground
  • Subject: N500 | P400 | W200

Further to the introduction of the brand concept evolution and theory, as well as the ways these operate in the publishing sector (see paper: Pitsaki, I. 2010), the present paper treats publishing strategies and the tools used to establish them. Publishers often base th... View more
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