An Approach to Assess the Importance of Brand Equity in Acquisition Decisions
| Year of publication: |
1994
|
|---|---|
| Authors: | Mahajan, Vijay ; Rao, Vithala R. ; Srivastava, Rajendra K. |
| Published in: |
The journal of product innovation management : an internat. publication of the Product Development & Management Association. - Oxford : Blackwell Publishing, ISSN 0737-6782, ZDB-ID 7221368. - Vol. 11.1994, 3, p. 221-235
|