Search
Documentation Center

Understanding and managing the brand space
Fichero PDF / PDF file
Collection: Articles
Title: Understanding and managing the brand space / Pierre Berthon, Morris B. Holbrook, James M. HulbertAuthor: Berthon, Pierre ‌
Notes: 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 todayRelated records: En: Sloan Management Review. - Boston. - nº 2,Vol. 44, Winter 2003 ; p. 49-54Materia / lugar / evento: Fidelización de clientes ‌Satisfacción del cliente ‌Efectividad organizacional ‌Beneficios empresariales ‌Estrategia empresarial ‌Dirección estratégica ‌Otros autores: Holbrook, Morris B. ‌
Hulbert, James M. ‌
Other categories: 922.111
Rights: In Copyright (InC)
‌ See issue detail