Defending Your Brand Against Imitation: Consumer Behavior, Marketing Strategies, and Legal Issues
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Book Details
Author(s)
Judith L. Zaichkowsky
Publisher
Quorum Books
ISBN / ASIN
0899308295
ISBN-13
9780899308296
Marketplace
France 🇫🇷
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Description
Brand imitation is widespread in today's marketplace and clearly a threat. The history of the problem and the reasons for it are explained for brand, marketing and other corporate managers. The book also offers advice on how to guard against brand imitation, and how to deal with legal implications.
