Centro de Documentacion de Fundación MAPFRE - Understanding and managing the brand space

MAP20071503283

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. Título.