The future of brand and brand management : some provocative propositions from a more methodological perspective
Year of publication: |
2014
|
---|---|
Authors: | Wiedmann, Klaus-Peter |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 21.2014, 9, p. 743-757
|
Subject: | customer orientation & integrated brand management | corporate branding | identity & reputation | neuroscience | brain research | contingency approach | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Firmenimage | Corporate reputation | Neurowissenschaften | Neuroscience | Markenarchitektur | Brand architecture |
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