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What is a brand?
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 27-40). 2007
Persistent link: https://www.econbiz.de/10003578198
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Strategic development of brands
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 63-67). 2007
Persistent link: https://www.econbiz.de/10003578202
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Improving advertising decisions
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 73-86). 2007
Persistent link: https://www.econbiz.de/10003578204
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Inter-media decisions : implications for agency structure
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 91-104). 2007
Persistent link: https://www.econbiz.de/10003578206
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Setting advertising budgets for lasting effects
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 163-171). 2007
Persistent link: https://www.econbiz.de/10003578223
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Can research evaluate the creative content of advertising?
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 179-193). 2007
Persistent link: https://www.econbiz.de/10003578232
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Advertising research for new brands
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 199-208). 2007
Persistent link: https://www.econbiz.de/10003578237
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Applying research to decision making
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 213-225). 2007
Persistent link: https://www.econbiz.de/10003578352
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What makes new brands succeed?
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 259-278). 2007
Persistent link: https://www.econbiz.de/10003578360
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New brands : barriers to entry?
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 299-306). 2007
Persistent link: https://www.econbiz.de/10003578367