Marketing strategies for services : is brand architecture a viable way forward?
Kaleel Rahman and Charles S. Areni
| Year of publication: |
2014
|
|---|---|
| Authors: | Rahman, Kaleel ; Areni, Charles Scott |
| Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 22.2014, 4, p. 328-346
|
| Subject: | brand architecture | sub-brands | services | marketing strategy | Marketingmanagement | Marketing management | Markenführung | Brand management | Dienstleistungsmarketing | Services marketing | 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/10010387293