Re‐engineering brand management practices within an integrated environment

The erosion in the authority of brands within consumer markets brings into question the orthodoxy of traditional marketing practices across all markets. Argues that corporations urgently need to redefine how they build and manage brand equity along the supply chain. The management activities and competencies required to develop this new brand management process are described and future research directions signposted.

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Year of publication:	1995
Authors:	Knox, Simon
Published in:	Journal of Marketing Practice: Applied Marketing Science. - MCB UP Ltd, ISSN 1758-7794, ZDB-ID 2020301-9. - Vol. 1.1995, 2, p. 26-38
Publisher:	MCB UP Ltd
Subject:	Brand equity \| Consumer attitudes \| Relationship marketing

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Type of publication:	Article
Type of publication (narrower categories):	case-report
Language:	English
Other identifiers:	10.1108/EUM0000000003883 [DOI]
Source:	Other ZBW resources

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