Exploring the impact of silos in achieving brand orientation
Richard I. Gyrd-Jones; Clive Helm; Jonas Munk
| Year of publication: |
2013
|
|---|---|
| Authors: | Gyrd-Jones, Richard I. ; Helm, Clive ; Munk, Jonas |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 29.2013, 9/10, p. 1056-1078
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| Subject: | brand orientation | mindsets | functional silos | case study | Markenführung | Brand management | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| 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/10010194410