The challenge of pharmaceutical brand architecture : a theoretical analysis based on the Brand Architecture Model (B. A. M.)
Christopher Kanitz; Christoph Burmann
| Year of publication: |
2012
|
|---|---|
| Authors: | Kanitz, Christopher ; Burmann, Christoph |
| Published in: |
The marketing review. - Helensburgh : Westburn Publ., ISSN 1469-347X, ZDB-ID 2039374-X. - Vol. 12.2012, 3, p. 309-326
|
| Subject: | Arzneimittel | Pharmaceuticals | Markenimage | Brand image | Markenführung | Brand management | Bewertung | Evaluation | Pharmaindustrie | Pharmaceutical industry |
| 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/10009712771