The strategy of global branding and brand equity
Alvin Lee, Jinchao Yang, Richard Mizerski and Claire Lambert
| Year of publication: |
2015
|
|---|---|
| Authors: | Lee, Alvin ; Yang, Jinchao ; Mizerski, Richard ; Lambert, Claire |
| Publisher: |
London : Routledge |
| Subject: | Markenführung | Brand management | Internationales Marketing | International marketing | Markenwert | Brand equity | Messung | Measurement | Kaufentscheidung | Purchase decision | Prognoseverfahren | Forecasting model | Bier | Beer | Australien | Australia | China | Experiment |
| Extent: | XVIII, 221 S. Ill., graph. Darst., Kt. |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index |
| ISBN: | 978-0-415-74910-7 ; 978-0-415-74911-4 ; 9781315722528 ; 978-1-315-72252-8 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010504144