Branding of post-purchase ancillary products and services : an application in the mobile communications industry
William E. Baker; Donald Sciglimpaglia and Massoud Saghafi
| Year of publication: |
2010
|
|---|---|
| Authors: | Baker, William E. ; Sciglimpaglia, Donald ; Saghafi, Massoud M. |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 44.2010, 5, p. 547-566
|
| Subject: | Mobilkommunikation | Mobile communications | Markenführung | Brand management | Diversifikation | Diversification | Dienstleistung | Services | Markentransfer | Brand extension | Preiselastizität | Price elasticity | USA | United States |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003990940