| Tekijä: | Macrae, C. |
| Otsikko: | Editorial |
| Lehti: | Journal of Marketing Management
1999 : APR, VOL. 15:1-3, p. 1-24 |
| Asiasana: | MARKETING MANAGEMENT BRANDS CHIEF EXECUTIVE OFFICERS |
| Kieli: | eng |
| Tiivistelmä: | The author begins by thanking tha unique assembly of contributors - authors of ten books on branding in the 1990s - who have realised this special issue. Particularly because many in the academic world may regard Brand reality as no more than a hypothesis, or worse a threat to our 20th century literature on marketing. When, a year ago, Michael Baker kindly the author the opportunity to edit a special issue, the author rather rudly said that it only could have been devoted to what twenty years of consulting to semi-global marketing companies has taught him to be the biggest hidden agenda of organization and learning. |
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