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| Author: | Wright, L. Millman, C. Martin, L. |
| Title: | Research issues in building brand equity and global brands in the pc market |
| Journal: | Journal of Marketing Management
2007 : FEB, VOL. 23:1-2 p. 137-156 |
| Index terms: | brands computers global brands marketing research information technology |
| Language: | eng |
| Abstract: | This paper discusses issues concerning data collection, timing and measures of brand performance in the PC market. Marketing communications for global brands by pc manufactures is also examined. The authors present examples of brand equity models and conclusions for managers. |
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