Squaring customer demands, brand strength, and production requirements: A case example of an integrated product and branding strategy
| Year of publication: |
2010
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| Authors: | Herrmann, Andreas ; Henneberg, Stephan ; Landwehr, Jan |
| Published in: |
Total quality management & business excellence : an official journal of the European Society for Organisational Excellence. - Abingdon, Oxfordshire : Routledge, ISSN 1478-3363, ZDB-ID 21017797. - Vol. 21.2010, 10, p. 1017-1032
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