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Using Information Systems to Build Brand Equity and Competitive Advantage

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Description
AUTHOR(S):

Kevin Coffel, Director of Technology, Yamamoto Moss

 

As managers deal with identity in a digital world, having data available online is merely a facet of a much larger challenge. Kevin Coffel focuses decision makers’ attention on the notion of “information asset management”—strategies for linking a broad ba

 

PUBLISHED: 1996

 

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