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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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4
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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5
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
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