This work aims to be an essential tool for managers, academics and entrepreneurs, as well as for students in the areas of Management, Economics, Marketing, Business Communication and others.
Following the previous volume, Entrepreneurship, business success stories – Internationalization, this book reveals the reason for the success in strategies focused on BRANDING of a diverse and rich set of companies/brands: Ach. Brito, âme moi, Casa Grande Chocolatier, Camisaria Machado, Ferrugem, Josefinas, Leica, Livraria Lello, mi casa es tu casa, Porminho, ROQ, Samsys and Viarco.
It involved 30 authors, leading academics from various universities, institutes, polytechnics and their higher schools, as well as specialists from different areas. It is aimed at those who need a management and study support manual with practical and concise cases of PORTUGUESE companies or those with a presence in our country.
This publication was produced within the scope of the Empresariato initiative, promoted by the Municipal Council of Vila Nova de Famalicão in the context of the Famalicão Made IN project.