Keeping it real : the seven secrets of authentic brands
Year of publication: |
2012
|
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Authors: | Beverland, Michael B. |
Published in: |
Impulse für die Markenpraxis und Markenforschung : Tagungsband der internationalen Konferenz "DerMarkentag 2011". - Wiesbaden : Springer Gabler, ISBN 3-658-00426-6. - 2012, p. 477-492
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Subject: | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Innovation |
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