Book2006

Moment of Truth

Andreas Bauer · Björn Bloching · Kai Howaldt · Alan W. Mitchell

40 citations0/0 files storedPalgrave Macmillan UK eBooks

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in w

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2012Long-term brand development versus short-term business targets: the impact of price promotions on branded food products

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