Aimé, Isabelle; Berger-Remy, Fabienne; Laporte, Marie-Eve - In: Journal of Historical Research in Marketing 10 (2018) 4, pp. 420-450
Purpose: The purpose of this study is to perform a historical analysis of the brand management system (BMS) to … understand why and how, over the past century, the BMS has become the dominant marketing organizational model across Western … environment. Design/methodology/approach: Building on Low and Fullerton’s work (1994), the paper traces the evolution of the BMS …