TY  - BOOK
AU  - De Chernatony Leslie
AU  - Mcdonald Malcolm
TI  - Creating Powerful Brands / In Consumer, Service and Industrial Markets
SN  - 9780750659802
PY  - 2003///
PB  - Elsevier
N2  - A comprehensive coverage of Brand Management.  Preface, Acknowledgements, Foundations of Brand Management, Understanding the Branding Process, Brand Management in Different Sectors, How Consumers Choose Brands, Business to Business Branding, Service Brands, Retailer Issues in Branding, Brands on the Internet, Winning the Brands Battle, How Powerful Brands Beat Competitors, Brand Planning, Brand Evaluation, Index
ER  -