The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

Problems with high stakes, involving human perceptions and judgements, and whose resolutions have long-term repercussions, call for a rational approach to their solution. Strategic Decision Making provides an effective, formal methodology that gives assistance to such strategic level decision...

Preface -- The balancing role of Best and Worst in Best-Worst Method -- Hierarchical evaluation of criteria and alternatives within BWM: A Mon-te Carlo approach -- A two-step Best-Worst Method (BWM) and K-Means clustering recom-mender system framework -- A linguistic 2-tuple Best-Worst Method --...