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1
2
NỘI DUNG
Tài sản
thương
hiệu định
hướng khách
hàng
CHƯƠNG 1 CHƯƠNG 2 CHƯƠNG 3
Vốn
thương hiệu
định hướng
khách hàng
Định vị
thương hiệu
và giá trị
thương hiệu
3
NỘI DUNG
Thiết kế
các yếu tố
thương hiệu
CHƯƠNG 4 CHƯƠNG 5 CHƯƠNG 6
Marketing
xây dựng
tài sản
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Đo lường
tài sản
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4
NỘI DUNG
Cấu trúc
thương hiệu
CHƯƠNG 7 CHƯƠNG 8
Duy trì và
phát triển
tài sản
thương hiệu
5
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