Benoît, Heilbrunn - In: Micro & Macro Marketing (2007) 2, pp. 189-200
to be milked and stretched. Brand strategy refers here more to transformation than to action, to manipulation than to … overemphasis on strategy, a tactical approach derived from the Chinese though is proposed here that attempts to free us from this … cultural and paradigmatic framework that implicitedly guides our way of thinking and managing brands. The brand is considered …
