Defending Your Brand Against Imitation
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Defending Your Brand Against Imitation
| Author | : Judith Lynne Zaichkowsky |
| Publisher | : Greenwood |
| Total Pages | : 216 |
| Release | : 1995 |
| Genre | : Business & Economics |
| ISBN | : |
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Zaichkowsky (marketing, Simon Fraser U., Canada) draws upon research in consumer behavior to explain the history, evolution, and prevalence of the problem of brand imitation. Of special interest to marketing managers are her methods for guarding against brand imitation. Annotation copyright by Book News, Inc., Portland, OR
