From strategy to tactics: Building, implementing, and managing brand equity in business markets
نویسندگان
چکیده
منابع مشابه
Integrating Branding Strategy Across Markets: Building International Brand Architecture
Submitted August 1999 Revised February 2001 © Journal of International Marketing Vol. 9, No. 2, 2001, pp. 97–114 ISSN 1069-031X Susan P. Douglas, C. Samuel Craig, and Edwin J. Nijssen line basis, without considering the overall balance or coherence of branding in international markets from a strategic perspective. However, as international markets evolve and become more closely interlinked, fir...
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ژورنال
عنوان ژورنال: Industrial Marketing Management
سال: 2010
ISSN: 0019-8501
DOI: 10.1016/j.indmarman.2010.02.018