Relational, interactive service innovation : building branding competence
Year of publication: |
2010
|
---|---|
Authors: | Halliday, Sue Vaux ; Trott, Paul |
Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 10.2010, 2, p. 144-160
|
Subject: | Markenführung | Brand management | Dienstleistungsinnovation | Service innovation | Ressourcenorientierter Ansatz | Resource-based view |
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