Taking a deliberate approach : the enactment of brand orientation in an SME context
Year of publication: |
July 2018
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Authors: | Hodge, Nicole M. ; McMullen, Cathi ; Kleinschafer, Jodie |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 25.2018, 4, p. 395-408
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Subject: | Brand orientation | Small- to medium-sized enterprises | Branding | Case studies | Abductive | Wineries | Markenführung | Brand management | KMU | SME | Markenartikel | Brand | Marketingmanagement | Marketing management |
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