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HOW TO BUILD A BILLION DOLLAR BUSINESS-TO-BUSINESS BRAND - Best practices in branding involve organization and senior management support, alignment with corporate strategy, value propositions, and measurement.
Schultz, Don E.; Schultz, Heidi F. - In: Marketing management : a quarterly business management … 9 (2000) 2, pp. 22-28
Persistent link: https://www.econbiz.de/10007241709
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ON BRANDS AND BRANDING: Understanding and Measuring Brand Equity - More knowledge of customer loyalty may be the key.
Schultz, Don E. - In: Marketing management : a quarterly business management … 9 (2000) 1, pp. 8-9
Persistent link: https://www.econbiz.de/10007242690
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ON BRANDS AND BRANDING - Getting to Cash With Brands and Branding - If marketing can assure income flow returns, companies will find a way to finance its activities.
Schultz, Don E. - In: Marketing management : a quarterly business management … 8 (1999) 4, pp. 10-11
Persistent link: https://www.econbiz.de/10007244069
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ON BRANDS AND BRANDING - What We Don't Know - We know a lot about "doing" brands and brand management, but not a lot about "managing" the process.
Schultz, Don E. - In: Marketing management : a quarterly business management … 8 (1999) 3, pp. 11-13
Persistent link: https://www.econbiz.de/10007244322
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Making Marcom an Investment - Market-driven accounting system splits spending into business-building and brand-building activities.
Schultz, Don E.; Gronstedt, Anders - In: Marketing management : a quarterly business management … 6 (1997) 3, pp. 10-13
Persistent link: https://www.econbiz.de/10007249560
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Understanding consumer-created media synergy
Schultz, Don E.; Block, Martin P.; Raman, Kaylan - In: Journal of marketing communications 18 (2012) 3, pp. 173-188
Persistent link: https://www.econbiz.de/10009993268
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Call for Papers
Gambetti, Rossella C.; Brioschi, Edoardo T.; Schultz, Don E. - In: Journal of marketing communications 18 (2012) 3, pp. 241-244
Persistent link: https://www.econbiz.de/10009993272
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On Brands and Branding - Golden Goose Eggs - Marketers must remember customers as part of the equation.
Schultz, Don E. - In: Marketing management : a quarterly business management … 18 (2009) 4, pp. 6-7
Persistent link: https://www.econbiz.de/10008287451
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How U.S. consumers view in-store promotions
Schultz, Don E.; Block, Martin P. - In: Journal of business research : JBR 64 (2011) 1, pp. 51-55
Persistent link: https://www.econbiz.de/10008769047
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Media synergy: the next frontier in a multimedia marketplace
Schultz, Don E. - In: Journal of direct, data and digital marketing practice … 8 (2006-07) 1, pp. 13-29
Persistent link: https://www.econbiz.de/10008126132