Strategies for leveraging master brands : how to bypass the risks of direct extentions
Peter H. Farquhar, Julia Y. Han, Paul M. Herr and Yuji Ijiri
| Year of publication: |
2009
|
|---|---|
| Authors: | Farquhar, Peter H. ; Han, Julia Y. ; Herr, Paul M. ; Ijiri, Yuji |
| Published in: |
Measuring and managing brands. - London [u.a.] : Routledge. - 2009, p. 156-174
|
| Subject: | Marketingmanagement | Marketing management | Produktmanagement | Product management | Werbeplanung | Advertising planning |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section ; Reprint |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003784834