search query: @author Wing, H. / total: 4
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| Author: | Wing, H. |
| Title: | Risk! How to win in the game of brand extension |
| Journal: | Admap
2005 : NOV, VOL 40:10, p. 49-51 |
| Index terms: | Marketing Brands |
| Language: | eng |
| Abstract: | The article deals with brand extension. Think a brand extension is the easy route to growth? Well, maybe: But weigh up the risks and the benefits very carefully. Without real insight, extensions are likely to fail. |
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