Kill it or keep it? : the weak brand retain-or-discard decision in brand portfolio management
Year of publication: |
2015
|
---|---|
Authors: | Shah, Purvi |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 2, p. 154-172
|
Subject: | brand retain-or-discard | conceptual | internal factors | external factors | top management team | strategic brand portfolio management | Führungskräfte | Managers | Markenführung | Brand management | Markenartikel | Brand | Portfolio-Management | Portfolio selection |
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