Trademarks, brands, and competitiveness

摘要

I approach this review not as a business historian, but as a marketing academic. As such, my reference points and expectations have undoubtedly been influenced to a greater extent by the marketing literature than by the business history literature. What intrigued me about this book however was exactly that it is a business history text about issues relevant to marketing, rather than yet another marketing text book on the subject matter of brands.