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Alex Simonson
Books by Alex Simonson
Marketing Aesthetics
The Strategic Management of Brands, Identity, and Image
By Alex Simonson and Bernd H. Schmitt
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and...