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This chapter introduces the book’s theme, its organization, an describes some central concepts. It defines marketing and describes its purpose. It discusses the importance of branding and the need to take a long-term strategic approach to brand management.

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Introduction to Small Business Brand Management

  • 章节

  • 发表日期：

    2025年

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  • Walter Wymer

摘要

This chapter introduces the book’s theme, its organization, an describes some central concepts. It defines marketing and describes its purpose. It discusses the importance of branding and the need to take a long-term strategic approach to brand management.