بایگانی برچسب: مقالات علمی مدیریت

مدیریت برند: رونمایی از توهم کنترل Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand management, stakeholders shape …

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