International brand strategy and mode of entry in the services sector : lessons from the financial crisis
Year of publication: |
2013
|
---|---|
Authors: | Gerrath, Maximilian H. E. E. ; Leenders, Mark A. A. M. |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 21.2013, 1, p. 48-67
|
Subject: | Markenführung | Brand management | Ursprungsregeln | Rules of origin | Internationaler Markteintritt | International market entry | Finanzdienstleistung | Financial services | Finanzkrise | Financial crisis | USA | United States |
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