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  . 8    XXI .  ,  . 



 :

A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century



:

Scott Bedbury, Stephen Fenichell



www.smartreading.ru (http://www.smartreading.ru/)




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    Nike  Starbucks,    ,  ,       .             ,            .




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   ,         .          Lee, Levis  Wrangler,              .


,  1980-  1990- ,              .              .     ,        .     ,      .



 1993   Philip Morris,        , ,        Marlboro,      ,   .           .

          ,   1990-     Marlboro    ,       .  Marlboro           ,           ,        ,   1.


  -   .         ,      .  XXI             ,     .



Nike         . ,    Marlboro, Nike        .     1987  1994  Nike Advertising       ,    .      Nike,    1990-           34 .  Nike         1      .





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    Nordstrom      ,   2000         .           .





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