Branding's academic-practitioner gap : managers' views
Frank Alpert, Mark Brown, Elizabeth Ferrier and Claudia Fernanda Gonzalez-Arcos and Rico Piehler
| Year of publication: |
2022
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|---|---|
| Authors: | Alpert, Frank ; Brown, Mark ; Ferrier, Elizabeth ; Gonzalez-Arcos, Claudia Fernanda ; Piehler, Rico |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 2, p. 218-237
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| Subject: | Academia | Academic-practitioner gap | Branding | Managerial relevance | Marketing | Practice | Theories-in-use | Markenführung | Brand management | Theorie-Praxis-Verhältnis | Theory-practice divide | Marketingmanagement | Marketing management | Führungskräfte | Managers | Markenartikel | Brand | Marketingtheorie | Marketing theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-09-2020-3105 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013164312