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
|Year of publication:||
|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)
- More ...