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Corporate responses to consumerism pressures
Aaker, David A.; Day, George S. - In: Harvard business review : HBR 50 (1972) 6, pp. 114-124
Persistent link: https://www.econbiz.de/10001784512
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SOCIAL ENTERPRISE - The Lure of Global Branding - Attracted by high-profile examples of success, many companies want to create global brands -brands whose positioning, advertising...
Aaker, David A.; Joachimsthaler, Erich - In: Harvard business review : HBR 77 (1999) 6, pp. 137-146
Persistent link: https://www.econbiz.de/10005964202
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SOCIAL ENTERPRISE - The Lure of Global Branding - Attracted by high-profile examples of success, many companies want to create global brands -brands whose positioning, advertising...
Aaker, David A.; Joachimsthaler, Erich - In: Harvard business review : HBR 77 (1999) 6, pp. 137-146
Persistent link: https://www.econbiz.de/10005964251
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SHOULD YOU- TAKE YOUR BRAND TO WHERE THE ACTION IS?
Aaker, David A. - In: Harvard business review : HBR 75 (1997) 5, pp. 135-145
Persistent link: https://www.econbiz.de/10005982102
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BUILDING BRANDS WITHOUT MASS MEDIA
Joachimsthaler, Erich; Aaker, David A. - In: Harvard business review : HBR 75 (1997) 1, pp. 39-52
Persistent link: https://www.econbiz.de/10005986940