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Erich Joachimsthaler
Books by Erich Joachimsthaler
Brand Leadership
Building Assets In an Information Economy
A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by Brandweek as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution ...