search query: @author Aaker, D. A. / total: 27
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| Author: | Joachimsthaler, E. Aaker, D. A. |
| Title: | Building brands without mass media (Markenmanagement) |
| Journal: | Harvard Business Review
1997 : JAN-FEB, VOL. 75:1, p. 39-41,44-46,48-50 |
| Index terms: | |
| Language: | eng |
| Abstract: | How can companies build strong brands in the face of rising costs and market fragmentation? Intriguing answers come from Europe, where many companies have traditionally been unable to rely on mass media advertising. The authors look at a number of success stories and extrapolate from them to show how any business can build strong brands in the mass media age. |
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