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dc.contributor.authorMerrilees, Billen_US
dc.contributor.editorDr. Joseph T. Plummeren_US
dc.date.accessioned2017-04-24T11:13:30Z
dc.date.available2017-04-24T11:13:30Z
dc.date.issued2005en_US
dc.date.modified2007-04-04T06:59:50Z
dc.identifier.issn00218499en_US
dc.identifier.doi10.1017/S0021849905050221en_AU
dc.identifier.urihttp://hdl.handle.net/10072/4580
dc.description.abstractThis article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importance of nonmarketing touchpoints such as customer service departments and the actual in-store experience continues to increase, marketing is challenged to step beyond its traditional role to prove its value in generating business growth. Toward achieving this end, marketing must respond to three key challenges: the ability to maintain superiority, the need for achieving returns with fewer resources, and finding ways to manage the expanding complexity of today's customer touchpoints.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent148663 bytes
dc.format.extent47001 bytes
dc.format.mimetypeapplication/pdf
dc.format.mimetypetext/plain
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherCambridge University Pressen_US
dc.publisher.placeUKen_US
dc.publisher.urihttp://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=364795en_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom201en_US
dc.relation.ispartofpageto210en_US
dc.relation.ispartofeditionJuneen_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalJournal of Advertising Researchen_US
dc.relation.ispartofvolume45en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleRadical brand evolution: a case-based frameworken_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 2005 Cambridge University Press : Reproduced in accordance with the copyright policy of the publisher : This journal is available online - use hypertext links.en_AU
gro.date.issued2005
gro.hasfulltextFull Text


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