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Tough competition caused by a market economy makes thousands of enterprises and organisations in any region of the world and under any economic conditions focus on quality management and quality assurance, which makes it necessary to persistently develop and introduce new quality systems, programmes and standards. Quality assurance is necessary for an enterprise to stay in business and increase the number of customers and, therefore, raise sales, as well as to ensure a stable, steady and fully controlled process o...

Brand management is proven to be a key factor to success worldwide. Although very clear and understandable from a theoretical point of view, when it comes to business practice brand management can be a very challenging activity, especially in markets such as the Republic of Macedonia. This is understandable having in mind that brand management, among other aspects, includes costumer perception on product value and therefore plays a vital role in customer satisfaction and even customer loyalty. Brand management inc...