Brand Management Prognostications - New technologies and emerging market trends, including a shift in power to retailers, are converging to alter traditional branding and brand management
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|Authors:||Berthon, Pierre ; Hulbert, James M. ; Pitt, Leyland F.|
Sloan management review. - Cambridge, Mass. : Alfred P. Sloan School of Management, ISSN 0019-848X, ZDB-ID 2418484. - Vol. 40.1999, 2, p. 53-65
Capon, Noel, (2001)
BRANDING - Viewing Brands in Multiple Dimensions - The concept of a "brand manifold" helps managers understand that a brand's impact varies according to who is valuing it, in what context and at what time.
Berthon, Pierre, (2007)
Berthon, Pierre, (1999)
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