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Issue ? 35. December 2012Strategic Brand Management and Its Importance in Innovative DevelopmentValeriya E. SvalovaGraduate student, School of Public Administration, Lomonosov Moscow State University. A new era has come. It is a period of social enterprise, period of creative and knowledge-based economy in which innovation plays a key role. However, innovations, either technological or social, are not able to give positive effect by themselves. There is a need for a strategic approach to their managing using innovation branding. It has to be an advanced promotion technology for profit and not-for-profit companies.
Brand, innovation branding, innovation management, marketing management, strategic management. Comments:
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