Return on Brand Investment : taking a data-driven approach to branding
Roman Reichelt, Minh Dang Nguyen, Stephanie Trachsel, Anna Benner
Year of publication: |
2023
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Authors: | Reichelt, Roman ; Nguyen, Minh Dang ; Trachsel, Stephanie ; Benner, Anna |
Published in: |
Marketing review St. Gallen : Marketingfachzeitschrift für Theorie & Praxis. - St. Gallen : Thexis Verlag, ISSN 1865-6544, ZDB-ID 2412643-3. - Vol. 40.2023, 5, p. 20-27
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Subject: | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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