The impact of corporate marketing on a company's brand extensions
Year of publication: |
2003
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Authors: | Keller, Kevin Lane ; Aaker, David A. |
Published in: |
Revealing the corporation : perspectives on identity, image, reputation, corporate branding, and corporate-level marketing ; an anthology. - London [u.a.] : Routledge, ISBN 978-0-415-28420-2. - 2003, p. 272-298
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Subject: | Markentransfer | Brand extension | Marketingmanagement | Marketing management | Markenführung | Brand management | Firmenimage | Corporate reputation | Markenarchitektur | Brand architecture |
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