Online brand expansion towards the offline setting : which way to go?
Rafael Bravo; Leif E. Hem; José M. Pina
| Year of publication: |
2014
|
|---|---|
| Authors: | Bravo, Rafael ; Hem, Leif E. ; Pina, José M. |
| Published in: |
Trends in e-business, e-services, and e-commerce : impact of technology on goods, services, and business transactions. - Hershey : Business Science Reference, ISBN 978-1-4666-4510-3. - 2014, p. 69-89
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| Subject: | Markentransfer | Brand extension | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010236837