Corporate brand orientation : what is it? ; what of it? ; commentary
Year of publication: |
2013
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Authors: | Balmer, John M. T. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 20.2012/13, 9, p. 723-741
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Subject: | brand management | brand orientation | corporate brands | corporate brand identification | corporate brand management | corporate brand orientation | corporate marketing | Markenführung | Brand management | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation | Marketingmanagement | Marketing management | Unternehmenskultur | Corporate culture | Markenartikel | Brand |
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