Building brands
Year of publication: |
2008
|
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Authors: | Ataman, M. Berk ; Mela, Carl F. ; Heerde, Harald J. van |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 27.2008, 6, p. 1036-1054
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Subject: | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image |
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