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Perspektiver på merkevareledelseI denne boken har forfatterne samlet og redigert artikler om emnet merkevareledelse som har sttt i Magma tidsskrift for konomi og ledelse. Sammen med bokens innledning gir artiklene mange faglige innfallsvinkler til merker, merkevarebygging og merkevareledelse. Emnet blir belyst bde p bedriftsniv og p nasjonalt niv, og det tas strategiske og operative utgangspunkt gjennom boken. Blant artikkelforfatterne finner vi noen av Norges fremste fagfolk innen
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