Brand rewired : connecting intellectual property, branding, and creativity strategy /
Anne H. Chasser, Jennifer C. Wolfe.
- Hoboken, NJ : Wiley, c2010.
- xvi, 224 p. : ill ; 24 cm.
Includes bibliographical references (p. 197-214) and index.
Discusses the intellectual property strategies of major corporations, describing an approach that emphasizes the importance of long-lasting intellectual property, and provides insight to accomplish goals with fewer resources, lesser costs, and an increased likelihood for success.