Authors: Ranga Chimhundu, Robert P. Hamlin.

Description:  The book establishes the status and prospects of the brand management structure. It concludes that, although changing environmental factors may call for modifications, the abandonment of the brand management structure is not foreseen, not even in the distant future. In addition, there is no mutual exclusivity in brand and category organisation; the two are compatible and can work jointly. The book makes interesting reading for managers, directors, business academics, and students who take an interest in consumer-packaged goods marketing.

Location- Namaka [1 copy]            

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