Creating and launching a challenger brand : a case study
Year of publication: |
2009
|
---|---|
Authors: | De Chernatony, Leslie ; Cottam, Susan Louise |
Published in: |
The service industries journal. - Abingdon : Routledge, ISSN 0264-2069, ZDB-ID 722623-8. - Vol. 29.2009, 1/2, p. 75-89
|
Subject: | Finanzdienstleistung | Financial services | Markenführung | Brand management | Markenartikel | Brand | Innovation | Großbritannien | United Kingdom |
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