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Brand management
29
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Harvard business review : HBR
Journal of business research : JBR
604
The journal of brand management : an international journal
562
The journal of product & brand management
386
Journal of retailing and consumer services
286
SpringerLink / Bücher
256
European journal of marketing : EJM
125
Psychology & marketing
112
Journal of strategic marketing
111
Marketing intelligence & planning
111
Industrial marketing management : the international journal for industrial and high-tech firms
107
Journal of marketing communications
107
Asia Pacific journal of marketing and logistics
104
International journal of hospitality management
103
Journal of marketing management : MM
102
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
101
The IUP journal of brand management : IJBRM
92
Journal of the Academy of Marketing Science
84
Journal of marketing
82
Journal of promotion management : innovations in planning and applied research
75
Springer eBook Collection
74
Marketing letters : a journal of research in marketing
70
Innovatives Markenmanagement
68
International journal of advertising : the review of marketing communications
68
Journal of promotion management : JPM
67
International journal of internet marketing and advertising : IJIMA
66
Journal of fashion marketing and management
66
Journal of international consumer marketing
66
Journal of advertising research
65
International marketing review
64
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
63
Tourism management : research, policies, practice
63
Journal of marketing management : JMM ; journal of the Academy of Marketing
60
Qualitative market research : an international journal
60
Cogent business & management
59
Journal of global marketing
56
Journal of marketing research : JMR
56
Research
55
Business horizons
53
International journal of contemporary hospitality management
53
Journal of travel and tourism marketing
53
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ECONIS (ZBW)
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1
What does your corporate brand stand for?
Greyser, Stephen A.
;
Urde, Mats
- In:
Harvard business review : HBR
97
(
2019
)
1
,
pp. 80-89
Persistent link: https://www.econbiz.de/10011980432
Saved in:
2
How I did it : the CEO of Canada Goose on creating a homegrown luxury brand
Reiss, Dani
- In:
Harvard business review : HBR
97
(
2019
)
5
,
pp. 37-41
Persistent link: https://www.econbiz.de/10012108263
Saved in:
3
What Western marketers can learn from China : think content, not channels or advertising
Whitler, Kimberly A.
- In:
Harvard business review : HBR
97
(
2019
)
3
,
pp. 74-82
Persistent link: https://www.econbiz.de/10012017916
Saved in:
4
Match group's CEO on innovating in a fast-changing industry
Ginsberg, Mandy
- In:
Harvard business review : HBR
97
(
2019
)
4
,
pp. 35-39
Persistent link: https://www.econbiz.de/10012039659
Saved in:
5
From niche to mainstream : can a Japanese rice cracker company move from the Asian section to the snack food aisle?
Ofek, Elie
- In:
Harvard business review : HBR
96
(
2018
)
4
,
pp. 139-143
Persistent link: https://www.econbiz.de/10011971613
Saved in:
6
Prune the brand portfolio? : after a big merger, a global hotel company must decide whether to keep or absorb its acquired chains
Dev, Chekitan S.
- In:
Harvard business review : HBR
96
(
2018
)
2
,
pp. 145-149
Persistent link: https://www.econbiz.de/10011879604
Saved in:
7
What's the value of a like?
John, Leslie K.
;
Mochon, Daniel
;
Emrich, Oliver
; …
- In:
Harvard business review : HBR
95
(
2017
)
2
,
pp. 108-115
Persistent link: https://www.econbiz.de/10011685728
Saved in:
8
Competing on social purpose : brands that win by tying mission to growth
Rodríguez Vilá, Omar
;
Bharadwaj, Sundar
- In:
Harvard business review : HBR
95
(
2017
)
5
,
pp. 94-101
Persistent link: https://www.econbiz.de/10011730438
Saved in:
9
Branding in the age of social media
Holt, Douglas B.
- In:
Harvard business review : HBR
94
(
2016
)
3
,
pp. 40-50
Persistent link: https://www.econbiz.de/10011453013
Saved in:
10
Don’t let big data bury your brand
Horst, Peter
;
Duboff, Robert
- In:
Harvard business review : HBR
93
(
2015
)
11
,
pp. 78-86
Persistent link: https://www.econbiz.de/10011399712
Saved in:
11
A better way to map brand strategy
Dawar, Niraj
;
Bagga, Charan K.
- In:
Harvard business review : HBR
93
(
2015
)
6
,
pp. 90-97
Persistent link: https://www.econbiz.de/10011296653
Saved in:
12
Kering's CEO on finding the elusive formula for growing acquired brands
Pinault, François-Henri
- In:
Harvard business review : HBR
92
(
2014
)
3
,
pp. 43-46
Persistent link: https://www.econbiz.de/10010339548
Saved in:
13
Make the most of a polarizing brand
Luo, Xueming
;
Wiles, Michael
;
Raithel, Sascha
- In:
Harvard business review : HBR
91
(
2013
)
11
,
pp. 29-31
Persistent link: https://www.econbiz.de/10010196180
Saved in:
14
Burberry's CEO on turning an aging British icon into a global luxury brand
Ahrendts, Angela
- In:
Harvard business review : HBR
91
(
2013
)
1/2
,
pp. 39-42
Persistent link: https://www.econbiz.de/10009685719
Saved in:
15
Learning to play in the new "share economy"
Fournier, Susan
;
Eckhardt, Giana M.
;
Bardhi, Fleura
- In:
Harvard business review : HBR
91
(
2013
)
7/8
,
pp. 125-129
Persistent link: https://www.econbiz.de/10009777915
Saved in:
16
Under Armour's founder on learning to leverage celebrity endorsements
Plank, Kevin
- In:
Harvard business review : HBR
90
(
2012
)
5
,
pp. 45-48
Persistent link: https://www.econbiz.de/10009549686
Saved in:
17
Finding the profit in fairness
Loch, Christoph H.
;
Sting, Fabian J.
;
Huchzermeier, Arnd
; …
- In:
Harvard business review : HBR
90
(
2012
)
9
,
pp. 111-115
Persistent link: https://www.econbiz.de/10009614660
Saved in:
18
HSN's CEO on fixing the shopping network's culture
Grossman, Mindy
- In:
Harvard business review : HBR
89
(
2011
)
12
,
pp. 43-46
Persistent link: https://www.econbiz.de/10009407962
Saved in:
19
Shaking things up at Coca-Cola
Kent, Muhtar
- In:
Harvard business review : HBR
89
(
2011
)
10
,
pp. 94-99
Persistent link: https://www.econbiz.de/10009349291
Saved in:
20
The one thing you must get right when building a brand
Barwise, Patrick
;
Meehan, Sean A.
- In:
Harvard business review : HBR
88
(
2010
)
12
,
pp. 80-84
Persistent link: https://www.econbiz.de/10008779302
Saved in:
21
Getting brand communities right
Fournier, Susan
;
Lee, Lara
- In:
Harvard business review : HBR
87
(
2009
)
4
,
pp. 105-111
Persistent link: https://www.econbiz.de/10003847347
Saved in:
22
Can knockoffs knock out your business?
Nunes, Paul F.
;
Mulani, Narendra P.
- In:
Harvard business review : HBR
86
(
2008
)
10
,
pp. 41-45
Persistent link: https://www.econbiz.de/10003772252
Saved in:
23
The corporate brand : help or hindrance?
Dev, Chekitan S.
- In:
Harvard business review : HBR
86
(
2008
)
2
,
pp. 49-53
Persistent link: https://www.econbiz.de/10003621910
Saved in:
24
Should Lilypad's hotels be marketed under the corporate brand or their own brands?
Granoff, Jill
- In:
Harvard business review : HBR
86
(
2008
)
2
,
pp. 55
Persistent link: https://www.econbiz.de/10003621925
Saved in:
25
Should Lilypad's hotels be marketed under the corporate brand or their own brands?
Schulze, Horst
- In:
Harvard business review : HBR
86
(
2008
)
2
,
pp. 54
Persistent link: https://www.econbiz.de/10003621934
Saved in:
26
Should Lilypad's hotels be marketed under the corporate brand or their own brands?
Frampton, Jez
- In:
Harvard business review : HBR
86
(
2008
)
2
,
pp. 54
Persistent link: https://www.econbiz.de/10003621936
Saved in:
27
Should Lilypad's hotels be marketed under the corporate brand or their own brands?
Keller, Kevin Lane
- In:
Harvard business review : HBR
86
(
2008
)
2
,
pp. 56
Persistent link: https://www.econbiz.de/10003623088
Saved in:
28
Mad about plaid : when an iconic British fashion house shutters its last domestic factory, the knit hits the fan
Kirby, Julia
- In:
Harvard business review : HBR
85
(
2007
)
11
,
pp. 39-49
Persistent link: https://www.econbiz.de/10003568132
Saved in:
29
If brands are built over years, why are they managed over quarters
Lodish, Leonard M.
;
Mela, Carl F.
- In:
Harvard business review : HBR
85
(
2007
)
7/8
,
pp. 104-112
Persistent link: https://www.econbiz.de/10003535484
Saved in:
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