| Author: | Eisenhart, T. |
| Title: | What's in a name? Plenty |
| Journal: | Business Marketing
1988 : VOL. 73:10, p. 88,90,92,94 |
| Index terms: | |
| Freeterms: | INNERBETRIEBLICHE INFORMATION, ÖFFENTLICHKEITSARBEIT |
| Language: | eng |
| Abstract: | A software developer's new name corrects image flaws and stirs customer interest. Changing a company's identity might look like a good idea at first. But executives should weigh the potential problems before they leap into the name-change fray. |
SCIMA