Evaluating Alternative Brand Strategies for Success
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Author(s)
O'Cass, Aron
Soutar, Geoff
Merrilees, Bill
Soutar, Geoff
Merrilees, Bill
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G. Christodoulides, C. Veloutsou, C. Jevons, L. de Chernatony, & N. Papadopoulos
Date
2010
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Contemporary Issues in Brand Research
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Subject
Marketing Management (incl. Strategy and Customer Relations)