Branding's academic-practitioner gap : managers' views
Year of publication: |
2022
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Authors: | Alpert, Frank ; Brown, Mark ; Ferrier, Elizabeth ; Gonzalez-Arcos, Claudia Fernanda ; Piehler, Rico |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 2, p. 218-237
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Subject: | Academia | Academic-practitioner gap | Branding | Managerial relevance | Marketing | Practice | Theories-in-use | Markenführung | Brand management | Theorie-Praxis-Verhältnis | Theory-practice divide |
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