Brand management in the 21st century

Ruth Stanat

This paper addresses changes in brand management in the 21st century and summarizes research conducted by SIS International that has uncovered five trends or significant changes in brand management.

Data management
Econometric modelling
Brand management
Managing across markets

Brand Management In The 21st Century

Ruth Stanat SIS International Research

OVERVIEW

During the past decade we have experienced dramatic changes in our world socially, economically, and politically. Since the early nineties we experienced the demise...

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