Do we really know how to manage brand extension success?
TUHH, Technische Universität Hamburg-Harburg. Christian M. Ringle ...
| Year of publication: |
2012
|
|---|---|
| Authors: | Ringle, Christian M. ; Völckner, Franziska ; Sattler, Henrik ; Reinstrom, Christian |
| Publisher: |
Hamburg : TUHH |
| Subject: | Markentransfer | Brand extension | Erfolgsfaktor | Success factor | Konsumgüterindustrie | Consumer goods industry |
| Extent: | 22 S. graph. Darst. 30 cm |
|---|---|
| Series: | Management_372TUHH / Technische Universität Hamburg-Harburg : research papers series. - Hamburg : TUHH, ISSN 2192-4813, ZDB-ID 2682129-1. - Vol. 8 |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Arbeitspapier ; Working Paper ; Graue Literatur ; Non-commercial literature |
| Language: | English |
| Notes: | Literaturangaben Parallel als Online-Ausg. erschienen |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009732528