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A behavioural long-term based measure to monitor the health of a brand

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Developing a new model for tracking brand equity as a measure of marketing effectiveness

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Exploration and exploitation across three resource classes : market/customer intelligence, brands/bonds and technologies/processes

Aspara, Jaakko; Tikkanen, Henrikki; Pöntiskoski, Erik; … - In: European journal of marketing : EJM 45 (2011) 4, pp. 596-630

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Marketing mix and customer equity of SPA brands : cross-cultural perspectives

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Exploration and Exploitation Across Three Resource Classes : Market/Customer Intelligence, Brands/Bonds, and Technologies/Processes

Aspara, Jaakko - 2010

Purpose. Long-run corporate success requires engagement in two types of innovative activities: exploitation and exploration. However, earlier research has focused on exploration and exploitation concerning a firm's technologies. The purpose of the present article is to explicitly examine...

Persistent link: https://www.econbiz.de/10013138846