haku: @indexterm Brands / yhteensä: 1643
viite: 484 / 1643
| Tekijä: | Bruhn, M. |
| Otsikko: | Markenpolitik - Ein Überblick zum "State of the Art" |
| Lehti: | Betriebswirtschaft
2003 : MAR/APR, VOL 63:2, p. 179-202 |
| Asiasana: | Literature Marketing Brands |
| Vapaa asiasana: | Brand management |
| Kieli: | ger |
| Tiivistelmä: | This article reviews eight current comprehensive standard works concerning brand management. During the past decade the exploration of brands, brand equity and the development of brand management skills has received much attention in the scientific community as well as in practice. The number of publications published in the last two years has increased rapidly. This is accompanied by the development of varying brand definitions (original in German). |
SCIMA