Branding ethics : negotiating Benetton's identity and image
Year of publication: |
2005
|
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Authors: | Borgerson, Janet L. ; Escudero Magnusson, Martin ; Magnusson, Frank |
Published in: |
Brand culture. - London [u.a.] : Routledge, ISBN 0-415-35598-2. - 2005, p. 171-185
|
Subject: | Unternehmensethik | Business ethics | Markenimage | Brand image | Markenführung | Brand management | Verhandlungen | Negotiations | Firmenimage | Corporate reputation |
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