Understanding the interplay between brand and innovation management : findings and future research directions
Tim Oliver Brexendorf; Barry Bayus; Kevin Lane Keller
| Year of publication: |
2015
|
|---|---|
| Authors: | Brexendorf, Tim Oliver ; Bayus, Barry L. ; Keller, Kevin Lane |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 43.2015, 5, p. 548-557
|
| Subject: | Brand-led innovation management | Innovation-led brand management | Brand strategy | Brand management | New product development | Innovation management | Markenführung | Innovationsmanagement | Produktentwicklung | Innovation |
| Extent: | graph. Darst. |
|---|---|
| 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/10011340285