Ronald's new dance : a case study of corporate re-branding in the age of integrated marketing communications
Year of publication: |
2009
|
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Authors: | Kline, Stephen |
Published in: |
The advertising handbook. - London : Routledge, ISBN 0-415-42312-0. - 2009, p. 24-33
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Subject: | McDonald's Corporation | Marketing | Markenführung | Brand management |
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