IN PRACTICE So You Think You Know Your Brand? Companies must learn to view their brands in three dimensions, simultaneously understanding how their customers perceive it, how internal personnel see it and how salespeople represent it in the marketplace.
| Year of publication: |
2006
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|---|---|
| Authors: | Stiff, Dan |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 47.2006, 4, p. 96
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