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Understanding and managing the brand space
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MAP20071503283
Berthon, Pierre ‌
Understanding and managing the brand space / Pierre Berthon, Morris B. Holbrook, James M. Hulbert
The meaning of a brands is no longer the result of a dialogue between buyer and seller. The article proposes the dimension of abstraction and enactment, which we believe provide a broad and useful perspective on the novel developments taking place in branding today
En: Sloan Management Review. - Boston. - nº 2,Vol. 44, Winter 2003 ; p. 49-54
1. Fidelización de clientes ‌. 2. Satisfacción del cliente ‌. 3. Efectividad organizacional ‌. 4. Beneficios empresariales ‌. 5. Estrategia empresarial ‌. 6. Dirección estratégica ‌. I. Holbrook, Morris B. ‌. II. Hulbert, James M. ‌. III. Title.